VOSS, the Norwegian bottled water company, will launch a global marketing and advertising campaign on May 23rd, 2011.
The campaign has been created by Addiction New York. This is VOSS’ first advertising campaign, which will include print, digital, experiential, trade communication, and social media efforts in key U.S., European, and Middle Eastern markets.
The brand strategy, communications plan, and creative assets were created by Addiction New York, who won the global account in February 2011, following a competitive pitch.
Addiction New York was inspired to tell the VOSS story and saw an opportunity to reveal the brand’s voice and personality in order to appeal to today’s consumer mindset. “Like you, VOSS is more than meets the eye” became the brand positioning and the marketing campaign, called ‘Look Deeper’, helps to establish VOSS as central to meaningful discussions and experiences.
The campaign features real people and encourages everyone to ‘Look Deeper’ into the VOSS brand to find out about its core values and commitment to both social and environmental responsibility. The ‘Look Deeper’ campaign will be rolled out across print, digital, experiential, trade communications, social media, and an enhanced website.
To maintain a level of authenticity, VOSS hosted an intimate dinner party that served as the location for the print and digital campaign. VOSS teamed up with Chef Nate Appleman to create a unique menu for this dinner party. VOSS plans to continue to host more dinner parties in Norway, London, Los Angeles, and New York City throughout 2011.
Jack Belsito, CEO of VOSS said, “We are very excited to roll out our new consumer campaign. VOSS is a great brand with a great heritage and we’re excited for VOSS to share its personality and host meaningful discussions with consumers around the world.”
Mike Huddleston, President of Addiction New York added, “We wanted to align what consumers stood for and what VOSS stood for and redefine the VOSS experience to be about bringing people together to have deeper, more meaningful conversation.
The campaign gives VOSS a voice and personality that shows everyone that it’s more than just a pretty face – you just need to look deeper to fully understand and experience the brand.”
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