VOSS stake acquired by Dwayne Johnson who will serve as strategic advisor as it expands into new categories, packaging and platforms
VOSS Water has announced its strategic partnership with global entertainment icon and entrepreneur, Dwayne Johnson. Johnson, who acquired a stake in the brand, will serve as a true brand partner and strategic advisor as the brand innovates and continues expansion into new international territories, including China, as well as new product categories, packaging and platforms.
As a cultural leader with a finger on the pulse of what audiences want, Johnson’s global influence and expertise will be invaluable to introducing the brand to new audiences.
Each innovation created under this partnership will inspire consumers to get all they can out of life, echoing Johnson’s own ambition, while upholding the brand’s long-standing commitment to quality and sustainability. The inaugural collaborative innovation, the brand’s first in a range of functional offerings delivering unique and meaningful health benefits to consumers, is planned for launch in early 2020.
“I have been hydrating with VOSS for years, whether on set, in the Iron Paradise, or spending time with my family and friends. This partnership is a natural evolution as I look to partner with exceptional brands looking to innovate and impact the globe with sustainable best in class deliverables. I am thrilled to have evolved my genuine passion for VOSS into a formal business investment and work with their exceptional leadership team, to create new products and develop strategic brand initiatives and collaborations,” said Johnson.
“We are going to build great things together.”
VOSS will also benefit from Johnson’s deep knowledge and expertise in culture-shifting marketing through ongoing branding consultations and collaborations. This includes the launch of VOSS’ largest consumer-facing advertising and social media campaign in years, “Live Every Drop,” which will feature Johnson himself.
“I have had the pleasure of working with Dwayne and his team over the past number of months to specifically layout VOSS’ ambitious plans for expansion. Dwayne shares the same passion towards excellence, responsibility and consumer satisfaction. I expect nothing but great things from this partnership and speak for all our executives when I say we are extremely enthusiastic about this relationship and the unique opportunities we will create together,” said John Shulman, Vice-Chairman of VOSS Water.
The “Live Every Drop” campaign will exemplify the mentality that you get out of life what you put in, sharing an intimate, behind the scenes glimpse of how Johnson puts in the work to defy limits every day. The campaign will launch via large-scale outdoor, digital and social media throughout major markets, beginning in the United States, on 5 August, 2019.
“We are thrilled to be aligning with a partner who so genuinely embodies the VOSS brand vision,” said Ariel Boorstin, Global Director of Marketing for VOSS. “Johnson’s commitment to putting in the hard work it takes to live well, acting with purpose, and inspiring greatness, is precisely the ethos of ‘Live Every Drop.’
“As one of the world’s most influential talents, Dwayne Johnson will play an instrumental role with VOSS moving forward – supporting an expanded brand vision as we stretch into new categories and territories, and extending the reach of our core, shared values.”