|Above: Dwayne Johnson / Photo Credit: Hiram Garcia|
VOSS Water announced its strategic partnership with actor, entrepreneur and VOSS loyalist, Dwayne Johnson. Johnson, who acquired a stake in VOSS, will serve as a 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've 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'm 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."
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 August 5, 2019.