VOSS

Revealing the quality inside every bottle.

VOSS’ iconic bottle captures consumers, but also was creating some preconceptions. We helped shift consumers’ focus to the quality inside each and every VOSS product.

THE CHALLENGE

Perception shift needed.

Connected TV
Digital radio
Programmatic banners
Social
Pre-roll
Search
Website update
In-store

When VOSS was originally introduced to the US marketing back in 1999, its strategy was to distribute products at world-class resorts and 5-star restaurants. With it’s iconic bottle shape, awareness quickly grew, but not all of the attention it recieved was positive. Many saw the brand as pretentious and the preception was that consumers were simply paying for the fancy bottle. So, how could we help?

OUR SOLUTION

Refocused on what's inside the bottle.

Our team partnered with VOSS to reestablish the brand not just for its outer beauty, but for the quality of what was inside each bottle and the range of products available. We developed VOSS’ first television spot ever with a market-specific buy plus a national overlay (specific buy with Jimmy Kimmel). The multimillion media buy included digital and traditional media and banished previous misconceptions or assumptions about this iconic brand.

Watch the full TV ad