VOSS was moving beyond on-premise sales and launching into retail, and needed to develop a personality and more approachable brand in order to succeed in this highly competitive space.
During focus groups it was apparent VOSS was seen for its iconic bottle, but consumers knew little about the real substance of the brand. For example, VOSS has a sustainability policy and takes its environmental and charitable responsibilities very seriously.
Addiction developed the global brand platform “Look Deeper”, showing consumers that there is more to VOSS and its iconic bottle than meets the eye. We then hosted dinner parties for influencers all over the globe and encouraged the art of conversation.
Multiple print campaigns, digital work and social media. Branded content films seeded and distributed across social networks, including Facebook and Twitter. Events and PR.
Facebook growth from 2k to 105k fans in 11 months
Engagement rate at 7% (over twice as high as main competitors)
Overall global sales up by over 20% YOY
Addiction delivering 2012 focused activity in US, UK, UAE, Australia, Norway, as well as launch into China