VOSS first hit retail shelves in spring of 2000 and quickly grew to become the preferred bottled water brand of thought leaders and trendsetters the world over. It may be hard to believe due to its current status as Instagram darling and go-to premium water choice, but VOSS water began as the persistent dream of two Norwegian entrepreneurs driven by their goal to bring the purest water from their beloved Norway to the rest of the globe.
Ole Christian Sandberg and Christopher Harlem grew up together in Oslo, Norway, and stayed in touch as they explored individual opportunities. Thanks to their travels and insightful observations, Sandberg and Harlem noticed a need for high quality bottled water, and they set out to deliver this from one of Norway’s most pristine sources.
The VOSS source was soon identified – an aquifer located on the unspoiled southern tip of Norway. This water is protected by layers of rock and sand which act as a natural filter, resulting in uniquely clean water, delivering a pure, refreshing experience. The VOSS source contains an unusually low concentration of naturally dissolved substances found in water, which grants VOSS its superb taste.
Once the source was identified, the mission became focused on creating the most desirable and premium bottle possible; after all, the world’s best- tasting, premium water deserved a best-in-class bottle that had never been seen before. This task would become just as difficult as securing VOSS’ pure water source.
Sandberg and Harlem visited design agencies in Norway and were not satisfied with the initial concepts for VOSS. Eventually, they made their way to New York, struggling to find a suitable agency partner, until they connected with Neil Kraft, former creative director of Calvin Klein. Sandberg and Harlem’s dedication and passion for the VOSS brand spurred Kraft to design the iconic glass VOSS bottle, taking cues from the fragrance industry and applying these for the first time to bottled water packaging.
After the design had been set, it took nearly a year of sourcing materials and manufacturing partners, with fierce commitment and determination, to finally make the VOSS bottle a reality. Thanks to the unwavering vision of these two entrepreneurs, VOSS hit shelves in April of 2000.
Recognizing global trends and the various usage occasions for premium water, VOSS has expanded its portfolio over the last twenty years. Iconic VOSS products are now available in glass, recyclable PET, and sleek cans. Consumers can enjoy the original still water in PET and glass or branch out into flavored and unflavored VOSS sparkling water (available in all three packaging types).
By offering lightweight PET bottles in addition to the original glass, VOSS has been able to reduce cargo weight and the resulting greenhouse gas emissions. VOSS’ production facility has also launched a dedicated train which has replaced 30 daily truck movements, thereby reducing carbon dioxide emissions by at least 70 tons per year (based on EcoTransIT 2017).
Most recently in summer 2019, VOSS announced its strategic partnership with global entertainment icon, entrepreneur and VOSS loyalist, Dwayne Johnson. Johnson, who acquired a stake in VOSS, is serving as a true 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 andexpertise will be invaluable to introducing VOSS to new audiences.
VOSS also launched its largest consumer-facing advertising and social media campaign, called “Live Every Drop.” This campaign features Johnson himself and embodies the mentality that “you get out of life what you put in.” The campaign launched via large-scale outdoor, digital and social media throughout major markets, beginning in the United States, on August 5, 2019. This campaign may be the biggest advertising campaign ever conducted by VOSS, but based on the brand’s history of trailblazing, VOSS will surely continue to delight consumers and connoisseurs alike with future campaigns and innovation.
From its memorable inception in Norway and the start of distribution in the United States, VOSS has elicited the same devotion in consumers and fans around the world. VOSS is now enjoyed in over 50 countries worldwide and has turned this global appreciation into a truly unique and involved network of fans connected through social media. VOSS is not only a water brand – it is a lifestyle brand, with endless possibilities.
You can find VOSS water in supermarkets, co-ops, restaurants and roomserviceq8.com. For more information and inspiration, follow @vossarabia.
