With one of the most iconic bottles in history and a very high level of brand awareness, the VOSS brand grew surely but steadily in ultra-high end hotels and restaurants as a core strategy. Today, with water consumption continuing to skyrocket, the brand approached us with the goal of getting more people to think of VOSS as an everyday brand, and not only for special occasions. By targeting a very specific psychographic audience, iFuel is going directly after a new consumer for the brand, making it not just premium, but approachable premium. The campaign (a mix of digital advertising and traditional methods) recently launched with a highly targeted media buy in 25 markets. A real-life VOSS loyalist, who also happens to be one of the biggest stars in the world, appears in the creative and invites our target to LIVE EVERY DROP™. We’re excited to report an even bigger push with new creative is currently in the works. Stay tuned!