Voss Water, the aqua brand known for its premium prices and cylindrical bottles, has embarked on a repositioning effort to win over younger consumers and shake off its ‘special occasion’ connotations.
The Norwegian water was previously only stocked in aspirational locations, such as luxury hotels and high-end bars. Now, the company is eking out growth by relaxing this elite distribution model and retailing in everyday outlets.
It hopes its efforts will attract a “new, younger consumer”, according to a spokesperson for the brand.
Voss will now position itself in the increasingly saturated bottled water sector a “premium brand suitable for everyday consumption”, rather than one known as a “special occasion” drink saved for vacations and luxury dining.
The company has appointed New York shop iFuel as its first ever agency of record to launch the turnaround. The indie has been charged with media planning and buying, as well as creative development.
The latter kicks off with what Voss is dubbing its largest-ever consumer campaign, which stars Dwayne Johnson. The actor’s production company, Seven Bucks, worked on the creative platform with iFuel; Johnson is also a Voss investor and sits on its advisory board.
Kristina Tucker, managing partner at iFuel, explained that as the Voss consumer is “an ambitious person who works hard for what they have, lives every moment passionately and doesn't settle for less”, the team wanted to represent that newly-discovered audience segment into the copy.
“This is how we ultimately arrived at our new tagline of 'Live Every Drop’,” she said.
Ariel Boorstin, vice-president of marketing at Voss Water, added: “The process of bringing this brand ethos to life and welcoming more consumers to experience it has been extremely exciting, and we look forward to the campaign rollout and continued collaboration with iFuel.”
The outdoor, digital, POS and social campaign is currently live in 25 US markets. A wider, national media plan is in the works for 2020.