BRAND REPOSITIONING & INTEGRATED CAMPAIGN
About: VOSS is an artesian water from Norway branded in a luxurious glass bottle served on the tables of the most discerning consumers, in the rooms of the top hotels, and at the finest restaurants.
The Project: VOSS Water asked us to re-envision their brand architecture and brand positioning within their retail environment. Our vision was to create a campaign that targeted young millennial consumers though cheeky tag lines that focused on the aspirational quality of VOSS satisfying their desire for status. The brand messages leveraged the brand's on-premise success to communicate that they can also be part of a premium, lifestyle-enhancing brand and that white tablecloth restaurants and expensive spa experiences are only a VOSS bottle away.
Strategy: We started by identifying the differences between the on-premise and retail consumers. As we defined a new target, we crafted a brand message within VOSS's brand architecture that would appeal to this new retail audience.
Client: VOSS Water
Goal: Double sales in retail in 2017
Results: Campaign launch June 2017