Rejuvenating a luxury brand with an insight-driven multichannel strategy.
Brand Strategy, Creative Direction, Media Planning, Performance Marketing
Retail + Consumer Goods
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.
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.
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.
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.
increase in Amazon sales
reach, 137 million impressions