Voss Water
Rejuvenating a luxury brand with an insight-driven multichannel strategy.
Expertise
Brand Strategy, Creative Direction, Media Planning, Performance Marketing
Industries
Retail + Consumer Goods
Shifting perceptions led VOSS to engage us to realign their brand and reach consumers in relevant channels. Our integrated strategy sparked rapid growth, driving a 20% sales increase in target markets in only three months.
20%
Sales Growth
344%
increase in Amazon sales
38.5M
reach, 137 million impressions
THE CHALLENGE
Refreshing luxury appeal for a new generation of consumers.
With its sleek, iconic bottle design, VOSS established itself as a symbol of luxury and prestige when it launched in the U.S. in 1999. But over time, the brand faced shifting consumer perceptions that its stylish exterior was simply a pricey façade. VOSS needed to realign its brand image, highlighting quality ingredients inside and out to appeal to modern luxury buyers.
THE STRATEGY
Leveraging data insights to guide an integrated brand repositioning.
We started by analyzing VOSS’s audience and performance data using our proprietary Audience Science™ approach, uncovering key insights about brand perceptions and media consumption habits. Armed with this intelligence, we mapped out an integrated strategy to reframe VOSS as a leader in quality and refresh its luxury appeal.
Strategic pillars included new brand positioning, multichannel media planning for engagement, contextual and eye-catching creative, and performance optimization to drive sales. Our data-backed approach ensured messaging and media placements aligned with VOSS’s core target audiences.
THE SOLUTION
Crafting creative campaigns and tailored media plans to connect with consumers.
Bringing the strategy to life, our team developed “It’s What’s on the Inside” as VOSS’s new brand platform. We produced creative campaigns tailored to digital, social, TV, and other key media channels. Our media plans focused on premium placements and partnerships that reflected VOSS’s positioning.
THE RESULTS
Propelling double-digit growth and a revitalized brand image.
Within months, VOSS sales jumped 20% in target markets, demonstrating the campaign’s ability to boost consumer engagement. Our integrated multichannel strategy also drove a 344% YoY increase in VOSS’ Amazon sales.
Powered by compelling creatives and a strategic media mix, the campaign achieved a 99th percentile “desirability” rating in independent copy testing. VOSS rebuilt equity as a leader in quality and luxury, forging an emotional connection with the next generation of premium water drinkers.
20%
sales growth
344%
increase in Amazon sales
38.5M
reach, 137 million impressions
There’s much more to know
