VOSS Water has announced a strategic partnership with global entertainment icon and entrepreneur Dwayne Johnson.
Johnson will serve as its strategic advisor and true brand manager. VOSS continues its expansion into new international territories, including China, as well as new product categories such as packaging and platforms.
“Each innovation created under this partnership will inspire consumers to get all they can out of life, echoing Johnson’s ambition while upholding the brand’s long-standing commitment to quality and sustainability,” VOSS says. “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.”
“Live Every Drop,” VOSS’ largest consumer-facing advertising and social media campaign in years, will feature Johnson himself. “The campaign takes on the mentality that you get out of life what you put in. It will give an intimate, behind the scenes glimpse of how Johnson puts in the work to defy limits every day. It will be launched via large-scale outdoor, digital, and social media throughout major markets, beginning in the United States, on August 5, 2019,” adds the release.
“We’re thrilled to align 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.’”