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Shantelle Nagarajan
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Deliveroo and Humantra make billboards ‘drinkable’

Shantelle Nagarajan
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In an effort to boldly connect and engage with consumers, Deliveroo and Humantra launched a 'drinkable' billboard at City Walk, Dubai.

Deliveroo x Humantra - Drinkable Billboard

To launch its Ramadan limited-edition Apricot-flavour electrolyte, Humantra collaborated with Deliveroo to bring to life a ‘drinkable’ billboard at City Walk Dubai.

Seemingly ordinary at first glance, the activation displayed the message ‘just another billboard’. At sunset on the activation’s launch day, Deliveroo had a graffiti artist walk up to the installment and spray a bold yellow question mark at the end of the phrase. The billboard then had a small door slide open to reveal a dispenser tap, offering passersby to break their fast with Humantra’s new electrolyte drink.

“Humantra’s Apricot/Qamaruddin electrolyte drink draws inspiration from a popular beverage in the Middle east consumed


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Tags:activationCity Walk DubaiDeliveroodrinkable billboardelectrolytesHumantraRamadan
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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