Voss : Protecting those who protect us
Not only did the Covid-19 Pandemic disrupt day to day life but also made everyone realise the importance of basic resources in times of crisis. Access to clean drinking water became a prized commodity, making it difficult to get a hold of, especially in areas with higher populations. A statement issued by Voss’s CEO Glen Hartman sums up their stand on the Covid-19 crisis succinctly “ Water is essential to life, but what’s become clear during this global pandemic is just how essential our frontline workers are to everyone’s survival.”
We have all seen videos online and in the news about the sacrifices and long hours the healthcare workers operated under to save the world from this pandemic. Voss has donated over 700,000 bottles of drinking water for Covid-19 relief to New York and Los Angeles medical centers along with delivering bottled water to charities across the globe.
Voss has always emphasized the importance of good health. They positioned themselves as a premium drinking water brand because of all the minerals and benefits their water has. By providing frontline workers with their beneficial packaged water, Voss is protecting those who protect us.
In my opinion, this noble gesture by Voss will not only be appreciated by those who received bottle water and care packages, but also by the general public who will see Voss not just as a brand selling premium priced bottled water, but an organisation that looks out for the welfare of its consumers. I think, with this project Voss projected an image of a brand willing to sacrifice profits for the greater good.
The pandemic has changed consumer behaviors permanently and how brands communicate with these consumers. The tone of these messages shifted from celebrating life to staying safe and healthy with loved ones. With brick and mortar stores being shut off for most of last year, online and e-commerce shopping became prevalent with brands turning their focus on digital marketing to interact with their consumer base. Voss has shifted its focus to digital marketing with messaging that would resonate with the masses to successfully adapt to the changing world.
