We're delighted to announce that Dentsu X UK has been recognised at the Festival of Media Global Awards 2026 for our work with Inch's Cider and Heineken UK.
The Festival of Media Global Awards celebrate the world's best media thinking, recognising campaigns that combine strategic excellence, innovation and measurable business impact. To be recognised on a global stage is a testament to the power of bold media ideas, strong partnerships and work that delivers real commercial results.
Inch's: Hot, Bothered and Ciderless - SILVER 'Long-term Media Impact Award'
In a cider category dominated by established heritage brands, Inch's entered the market as a challenger brand with sustainability at its core. Having become the fastest-growing cider brand in the UK, the challenge for 2024 and beyond was clear: sustain momentum, broaden appeal and strengthen taste credentials to unlock the next phase of growth.
Our answer was "Hot, Bothered and Ciderless" – a campaign built around a simple human truth: people want what they can't have.
Rather than limiting Inch's to traditional drinking occasions, we identified moments where the craving for refreshment was at its strongest and used media to turn that desire into demand. By combining high-attention environments with contextual creative, we transformed taste and refreshment from functional product benefits into emotional triggers.
Driving exceptional growth
The campaign delivered outstanding business, brand and communications results, helping Inch's maintain its position as the fastest-growing cider brand in the category.
Our work achieved the highest effectiveness and efficiency scores ever recorded for an Inch's campaign through third-party tracking. Perhaps most impressively, Inch's nearly doubled its volume sales from the start of 2024, cementing its position as one of the UK's most successful drinks challenger brands.
A collaborative success
A huge thank you to everyone involved in making this campaign such a success. Together, we proved that when media is used to create desire rather than simply deliver messages, extraordinary growth can follow.
Congratulations to all teams involved and to all of this year's winners and finalists at the Festival of Media Global Awards 2026.
