The Voss Water bar is made entirely of aluminum and glass Voss bottles. Designed to promote the Voss Water brand, the bar was cut from a digital template by ‘water-jet’ technology to create a seamless, modular kit-of-parts for easy transportation. No connectors or mechanical parts are required for assembly.
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The eco-friendly hotel décor features reclaimed and recycled construction materials in fun themes. With most materials used in the construction and design being recycled, re-used or repurposed in some creative and unnoticeable way, Good takes environmental awareness to an impressive level. Beds made from reclaimed waste woods and lighting fixtures constructed from VOSS water bottles just scratch the surface. The Good Hotel’s eco-chic attitude is absolutely contagious.
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“I was intrigued when Fiji introduced a rectangular water bottle, and Fred Natural Spring Water was packaged in what resembled a whiskey flask. I was seduced by Voss, which comes in a pristine cylindrical container akin to an ultramodern vase — and is priced two times higher than the average bottled water. At least when I finished the Voss, I had a vessel for my long-stemmed roses. Indeed, why shouldn’t water bottles be designed with panache (and multiple uses) for an upscale consumer’s tabletop? These are examples of conspicuous pretension, yet what’s the harm if someone’s willing to pay for it — and if the bottles look good in the bargain?
Over the years, I thought I had seen and tried just about every type of sparkling water available in a public place. But recently, at one of the many fine restaurants in Moscow, Russia, I was served a sparkling water that caused a stir among the friends at my table. Continue reading
The point of the case study is to illustrate that anything can be branded successfully, even commodities. Hundreds of teams from dozens of countries have presented their recommendations on this topic. Most of the recommendations had at least nuggets of good ideas for creating unique brands of water. And many were strong enough that they could easily be turned into thriving businesses.
Water is the quintessential commodity. Approximately 326 million trillion gallons of water can be found on earth. (Admittedly, only 3% of this is in the form of freshwater. About 70 percent of our planet is covered in ocean with an average depth of several thousand feet.) And approximately 60% of human bodies are water. Water is largely tasteless, odorless and colorless. Recognizing that water is scarcer in some places, still in much of the world, water is delivered directly to people’s homes at a relatively low cost and is easily available in great quantity. In fact, many people and businesses use massive quantities of water on a regular basis for irrigation, manufacturing and to maintain landscapes. So how then can one differentiate and command a price premium for water? It has already been done many times before. Consider Voss, Pellegrino, Ty Nant, and many other brands of bottled water.
“Want to market a product to the average douchebag? First, pick a brand that gives him exclusivity – something purportedly elite but still found at the grocery store. Products like Axe, or services such as oxygen bars cater to segments of society like the “bro” in a wonderful way. If you can sell air through a tube or the idea of two chicks getting up in your grill over musky porpoise-hork cologne, I’m all for it.
One of the concepts along the same line I’ve never really considered is novelty bottled water. Continue reading
Voss is hoping its new campaign will convince consumers that it’s more than just a pretty bottle. The Norwegian premium bottled-water company is launching “Look Deeper,” its biggest campaign in years, as well as its first major campaign targeting consumers.
Voss artesian water is available in Still and Sparkling in Glass bottles, and Still in high-grade PET bottles.
*VOSS has two separate market organizations: VOSS USA and VOSS
