Dwayne Johnson named Voss Water partner, strategic advisor

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Dwayne Johnson named Voss Water partner, strategic advisor

Actor Dwayne Johnson, otherwise known as The Rock, is taking a whole new role away from the screen.

It has been announced that Johnson has acquired a stake in Voss Water, and is to serve as a brand partner and strategic advisor for the beverage company.

"I've been hydrating with Voss for years, whether on set, in the Iron Paradise, or spending time with my family and friends. This partnership is a natural evolution as I look to partner with exceptional brands looking to innovate and impact the globe with sustainable best in class deliverables. I'm thrilled to have evolved my genuine passion for Voss into a formal business investment and work with their exceptional leadership team, to create new products and develop strategic brand initiatives and collaborations," Johnson said. "We are going to build great things together."

The partnership will develop several innovations, which look to inspire consumers to get all they can out of life, echoing Johnson’s own ambition, while also upholding its commitment to quality and sustainability, the company said.

In early 2020, consumers can expect to see the first in a range of offerings that deliver health benefits to consumers.

"I've had the pleasure of working with Dwayne and his team over the past number of months to specifically layout Voss' ambitious plans for expansion. Dwayne shares the same passion towards excellence, responsibility and consumer satisfaction. I expect nothing but great things from this partnership and speak for all our executives when I say we are extremely enthusiastic about this relationship and the unique opportunities we will create together," John Shulman, the vice-chairman of Voss Water said.

In addition, Voss Water’s “Live Every Drop” campaign, which exemplifies the mentality that you get out of life what you put in, is to star Johnson.

Consumers can expect to see the campaign hit large-scale outdoor, digital and social media in the United States on Aug. 5.

"We're thrilled to be aligning with a partner who so genuinely embodies the Voss brand vision," Ariel Boorstin, the global director of marketing for Voss said. "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.' As one of the world's most influential talents, Dwayne Johnson will play an instrumental role with Voss moving forward — supporting an expanded brand vision as we stretch into new categories and territories, and extending the reach of our core, shared values."