partnerships.

Dwayne Johnson

A Drop of Kindness Goes a Very Long Way!

VOSS Acts of Kindness Campaign

Consumers were invited via social media (both VOSS/DJ) and in-store POS to live #LikeaVOSS by sharing their acts of kindness and inspiration with DJ and VOSS. Consumers registered for the Kindness Campaign at LikeaVOSS.com to earn prizes. 

World Kindness Day

In honor of World Kindness Day, DJ chose one deserving individual from the tens of thousands of entries we received to feature in an Act of Kindness post that would serve to remind followers to engage. Patrick started 'Patrick The Giver' out of his deep passion for giving back. Believing that small acts of kindness can have everlasting effects, Patrick had been focusing on his Lunch For HealthCare Heroes campaign, providing free lunches to essential workers in his local Tampa Bay area. DJ surprised Patrick by featuring him in a social media post and, later, organizing 'super-sized' lunches and 100 cases of VOSS water to be ushered in for healthcare workers in celebration of Patrick's giving heart. All topped off with a credit for a year's worth of Postmates for Patrick! 

Results

Act of Kindness - 4 Weeks 

Entry Mechanism: UGC 

Visits: 84,142

Registrations: 43,713

Web Submission: 7,803

IG Submissions: 1,459 

 

Wins:  

-25K Free Voss Bottle Offer redeemed within 24 hours 

-Distribution of Acts of Kindness across the entire nation

-Fan Acquisition during campaign 

BRAND DEVELOPMENT

Operating as Dwayne Johnson's brand lead to VOSS, I spearheaded brand development while being vigilant to identifying ways to evolve the brand's identity in order to reach a broader, diverse consumer base. 

Here are BRAND CONCEPT EXPLORATIONS I concepted, developed and pitched to Seven Bucks and VOSS executive management. Each concept taps into key domestic and global moments that VOSS could effectively capitalize on in order to exemplify their brand pillars of living well, acting with purpose and inspiring greatness in others. 

Presidential Election 2020

To celebrate, remind and inspire voter turnout to the November 3rd Presidential election of 2020, VOSS water will commemorate this special day with a VOTE WITH VOSS campaign. Voting isn’t just a right, it is a privilege that carries tremendous clout these days. It is something to be proud of. After all, how dope is it to have so much power in just one vote?. 

 

And with VOSS, voting is not only cool, it’s refreshing, too!

 

With young Americans forming the backbone of protests against racial injustice and structural inequality in the United States, we want to inspire an awakening at the ballot box and equip this generation with the vehicle to tout their pride in voting. With specially designed bottles at the forefront of this program, this could be a digital and consumer facing campaign that will surely garner press coverage and social accolades for the brand:

 

  • Press Opp: Donate to precincts where registrants are down

  • Hand out the bottles to voters instead of ‘I Voted’ stickers

  • Digital campaign: Share when you Vote and you just might win a case of VOTE WITH VOSS bottles 

 

VOTE WITH VOSS campaign allows us to position VOSS in an inspirational light and attract the attention of a younger skewing, socially driven generation who is eager –and proud—to shape the community around them.

World Human Rights Day

World Human Rights Day is Dec 10th. This day would seem to be as relevant today as it was in 1948 when the United Nations General Assembly adopted this milestone document (UDHR) proclaiming the 30 inalienable rights which everyone is inherently entitled to as a human being. (Interestingly, this document is the most translated document IN THE WORLD, available in more than 500 languages!)

To commemorate this important day, I concepted and developed these two concepts, each accentuating thematic business pillars prioritized by executive leadership.

Shades of Humanity

Ironically the logo for World Human Rights day features hands—hands reaching, hands embracing, hands that come in all shapes, sizes, colors, trades, professions—hands that unite us around the globe. 

 

So, to commemorate World Human Rights Day, VOSS reminds the world that we are all droplets of water in the ocean of life. VOSS Water, the purist water IN the world is FOR the world, moreover, it is FOR EVERYONE!  This anthem will be clearly illustrated via bottles adorned with the beautiful skin tones that connect our humanness around the globe, our shades of humanity. Additionally, some designs could feature reaching hands or people standing side-by-side united in their humanity. 

 

A simple and clear message—VOSS is the water for all. 

The Right Water

VOSS cares about the world around us. From promoting recyclability of their glass and plastic bottles, to their commitment and pursuit of carbon neutrality while bringing hydration to the masses. Human rights are at the core of everything people do in life and through VOSS, we can take action in our own daily lives by reminding the world to uphold the rights that protect us all and thereby promote the kinship of ALL human beings.

 

VOSS is the right water choice for our time.

 

Each breathtaking bottle design could be an expression of diverse up-and-coming artists from around the world illustrating what one of the 30 inalienable rights means to them. These poignant bottle designs could become a positive vehicle to deliver social unity across the globe. 

 

With either of the above design approaches, we could create a major press moment by sending cases to the UN. Traditionally, the five-yearly United Nations Prizes in the Field of Human Rights and Nobel Peace Prize are awarded on World Human Rights Day. Additionally, proceeds of these bottles could support VOSS Foundation and their dedication to funding access to clean water, sanitation and hygiene to enable community-driven development in Sub-Saharan Africa. 

 

We could develop a 360-digital and consumer facing campaign rooted in social unity with the following elements: 

 

  • Social Campaign – stories of unity, courage and the humanity that binds us

  • Hydration App Partnership – to properly hydrate the world

  • United Nations Outreach

  • Limited Edition Bottle 

  • Proceeds support VOSS Foundation  

VOSS YOUR HOLIDAY

This proposal ideated a path forward to eventize the holidays with VOSS. I crafted and developed this strategy that is brand forward and places specially designed VOSS bottles at the heart of the conversation. 

 

VOSS YOUR HOLIDAY aligns strongly with VOSS’ redefined brand identity, specifically tapping opportunities to make VOSS accessible through mainstream distribution points and rooting VOSS as the ‘quality’ mode of making ‘premium’ moments of human connection around this special time of year...