As the sentence is found in an advert the message must be straightforward, get the reader's attention and "new" -something they have not seen/read/identified before. Not knowing the product the headline refers to makes it real hard to be even more precise. I take it for granted it has to do more with diving into the water than dipping a muffin in black coffee, for example. The world of publicity/advertising uses many puns on words, and a picture accompanying the text is what many times helps the reader understand the message conveyed.