VOSS - Repositioning an iconic global brand
- Branded content
- Digital
- Social
- PR
- Media planning / buying
A truly 'full service' account in every sense of the word. Addiction work very closely with the senior board of VOSS from CEO level down, delivering global communications in five key markets.
The work has developed very well over the last year and a half, and we are extremely proud of this unique association as the brand grows globally by the day.
The challenge
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.
The strategy
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.
The media
Multiple print campaigns, digital work and social media. Branded content films seeded and distributed across social networks, including Facebook and Twitter. Events and PR.
The results
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
