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Gen-Z Media Opps: Voss Water taps first AOR, plans 2020 national ad launch

Update: iFuel its first AOR to handle creative and media duties. A new campaign will launch soon and feature Dwayne "The Rock" Johnson," who appeared in Voss's latest ads as well. Its new "Live Every Drop" tagline is featured on these ads, which have rolled out in 25+ major US markets across OOH, digital and social media, along with in-store media. Voss expects a national media plan rollout in 2020.

During the past 12 months, Adbeat reports that Voss has spent $536 on digital display ads placed primarily programmatically (90%) via Google ($341) and Google Search Partners ($144) onto sites including wikihow.com ($200) and thefreedictionary.com. While other advertisers are certainly spending more, this amount has increased significantly from the mere $74 spent during the prior 12-month period (Sept 2017-2018).

According to The Drum, Voss wants to reach a "new, younger consumer," so sellers with high ROI strategies among Gen-Z should reach out now, while Voss plans its upcoming budget spending. Voss hasn't yet established a top spending period, so reach out throughout the year to secure ad revenue. 

Agency & martech readers - while a review like this would usually signal potential digital reviews, January. Thus, I'd prospect elsewhere for now; Voss's work seems to be tied up.

Below was originally published on August 26:

Luxury bottled water company Voss Water has launched a new campaign featuring its investor and advisor Dwayne "The Rock" Johnson. Titled "Live Every Drop," the creative is part of Voss's efforts to reposition its products for everyday consumption rather than just for special events. The campaign, made by Johnson's Seven Bucks Creative agency, which just hired CMO Maya Lasry, and supported by iFuel, has rolled out across outdoor, digital and social media.

The creative drops as the bottled water market continues to grow. Each American reportedly consumed 42.3 gallons of bottled water during 2018.

Within the past two years, Adbeat reports that Voss has spent $609 on digital display ads placed primarily through Google (65%) onto site destinations including wikihow.com, thefreedictionary.com, bevnet.com, screenrant.com and leaf.tv. Considering that most of this ($534) has been allocated during the past six months, we expect spend to continue rising.

Since Voss hasn't yet established a top spending period, sellers should reach out throughout the year to secure ad revenue. Its target demographic primarily consists of Gen-Z and Gen-X (slight female skew), according to StatSocial. Thus, those with high ROI strategies among this audience will have the upper hand.

earlier this year; media and/or creative may still be available. Focus on differentiating Voss from competitors such as Boxed Water. In August, it promoted marketing director Ariel Boorstin to the position of marketing VP. Since, as our agency and martech readers know, leadership shifts often result in reviews, reach out soon to be top-of-mind.