News

Voss Water of Norway puts new partner Dwayne Johnson in campaign push

Most popular

How will Diageo change Cuban rum?

Hard coffee founder details Diageo lessons

Why rye whisky is set to go global - Comment

Interview - Treasury CEO Mike Clarke - Part II

Interview - Treasury CEO Mike Clarke - Part I

MORE

Dwayne Johnson is to appear in a new campaign for Voss Water of Norway following the Norweigan bottled water company's announcement of a "strategic partnership" with the action movie star.

Last month, Voss announced a "strategic partnership" with action movie star Dwayne Johnson

Last month, Voss announced a "strategic partnership" with action movie star Dwayne Johnson

Johnson, also known by his stage name The Rock, revealed last month he will be a strategic advisor to Voss . He said he has taken an undisclosed stake in the bottled water company. Financial details were not disclosed.

Asked about Johnson's stake in Voss, a company spokesperson told just-drinks: "We are not able to comment further on the stake purchase amount at this time."

Johnson will appear in Voss's latest TV ad, called "Live Every Drop". 

Announcing his partnership with Voss on Twitter on 28 July, the actor said that the bottled water industry has always intrigued him, "but finding the right partner with shared values, ethics and a corporate culture I admire is what motivated me to make this deal".


Ariel Boorstin, global director of marketing for Voss, said: "We're thrilled to be aligning with a partner who so genuinely embodies the Voss brand vision. Johnson's commitment to putting in the hard work it takes to live well, acting with purpose, and inspiring greatness, is precisely the ethos of 'Live Every Drop'."

Johnson is the latest celebrity to get behind a water brand. In June, Gwyneth Paltrow partnered with Canadian beverage company Flow Alkaline Spring Water.

Can marketing turn beverage consumers into unconscious environmentalists? - Sustainability Spotlight


Expert Analysis

Gin & Genever (Spirits) Market in United Kingdom - Outlook to 2022: Market Size, Growth and Forecast Analytics

Gin & Genever (Spirits) Market in United Kingdom - Outlook to 2022: Market Size, Growth and Forecast Analytics

Gin & Genever (Spirits) Market in United Kingdom - Outlook to 2022: Market Size, Growth and Forecast Analytics is a broad level market review of Gin & Genever market in United Kingdom.

VIEW REPORT

Related Content

Danone to drop Evian's babies in the US for next 'Live Young' campaign

Danone to drop Evian's babies in the US for next 'Live Young' campaign...

Alkaline water heading for the mainstream in 2019 - NPD trends

Alkaline water heading for the mainstream in 2019 - NPD trends...

Why water will be more important than wine in the years ahead - Comment

Why water will be more important than wine in the years ahead - Comment...

How soft drinks companies can trump the water fountain - Comment

How soft drinks companies can trump the water fountain - Comment...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?