VOSS: Trinidad & Tobago Marketing Plan (2015)

Project: VOSS — Trinidad & Tobago Marketing Plan 2015
Client: VOSS TT
Marketing By: Demetri Ramlogan of D3VIANTmedia

1. Project Overview

VOSS Water is expanding its presence into the Caribbean, with Trinidad & Tobago as the first market in the region. The campaign integrates music sponsorships, art installations, and strategic partnerships to position VOSS as a premium lifestyle brand while showcasing its sustainability efforts.

This plan details:

• Music Sponsorships & Cultural Engagement
• VOSS Art Installations & Sustainability Initiative
• Digital & Social Media Marketing
• Retail & Distribution Strategy
• Launch Timeline & Execution Plan
• Lighting Control for Art Installations
• Financial Projections & ROI Analysis
• Detailed Cost Breakdown
• Strategic Beverage Collaboration
• ROI Improvement Strategies

2. Cultural Integration: Music Sponsorship & Collaborations

2.1 Soca & Chutney Artist Sponsorships

VOSS will sponsor top Soca & Chutney artists, leveraging their influence to promote brand awareness.

Confirmed artists & DJs:

• KI & The Band — Close collaboration to develop a VOSS Caribbean jingle.
• Shal Marshall — Major Carnival presence, integration into performances.
• DJ Ana & Artiste Team — DJs will promote VOSS in their sets and social media content.

Potential Partnership: Machel Montano — Iconic Soca artist with major influence. Potential interpolation of his hit song “Like Ah Boss”:

Lyric Integration: “Cause when I fetting of course — I always drinking ah VOSS.”

Branding in upcoming performances, music videos, and social media campaigns.

2.2 Jingle & Theme Song

Produced by KI & The Band, the jingle will serve as a brand anthem.

• Uses Soca-Chutney fusion to ensure cultural relevance.
• Distribution on radio stations, social media campaigns, and festival events.
• Will be featured in:
  • Carnival events, VOSS-sponsored fetes
  • Retail advertising (Massy Stores, restaurants, bars)
  • Social media marketing campaigns & TikTok challenges (#VossVibes)

3. Sustainability & Art Installation Initiative

3.1 Concept

The VOSS Caribbean Art Installation is a sustainability-driven public art initiative designed to repurpose VOSS bottles into illuminated displays that showcase both the premium design of VOSS products and environmental consciousness. By using empty VOSS bottles with custom steel/metal lids and LED lighting, the installations highlight Trinidad’s infrastructure, steelworks, and commitment to sustainability while adding a vibrant nighttime aesthetic to key high-end locations.

VOSS will showcase its sustainability efforts by repurposing its bottles into illuminated public art installations. The installations will highlight the recyclability and premium design of VOSS bottles while integrating Trinidad’s steel manufacturing industry. The bottles will hang from industrial steel string, to existing street light/street lamps. These can be altered for overhangs, trees, etc. For more rural areas, condensed installations can be put together like stringed Christmas lights.

3.2 Installation Details

• Materials: Empty VOSS bottles with custom-manufactured steel/metal lids.
• Lighting: LED bulbs placed inside the glass bottles, powered through steel lid wiring.
• Steel/Metal Lids: Custom-manufactured by local Trinidadian steelworkers to replace plastic caps, reinforcing the theme of industrial sustainability and supporting the local economy.
• Locations: High-end, high-traffic areas:
  • Ariapita Avenue
  • Port of Spain (Hyatt Waterfront, Queen’s Park Savannah)
  • South Trinidad (San Fernando, Gulf City Mall)
  • West Trinidad (Westmall, One Woodbrook Place)
  • Other luxury venues and tourist hubs

Lighting & Color Scheme

VOSS Flavor	Assigned Light Color
Regular Still & Sparkling	Bright White
Lemon Cucumber	Green & Yellow
Raspberry Rose	Soft Pink & Red
Strawberry Ginger	Deep Red & Orange
Lime Mint	Light Green & Teal
Tangerine Lemongrass	Warm Orange & Gold
Blackberry Hibiscus	Deep Purple & Blue

By covering multiple VOSS flavors, the installations will create a diverse range of colors, ensuring high visual impact across different locations.

Key Features & Benefits

• Sustainability Showcase: Highlights VOSS’s eco-conscious branding by reusing bottles in a meaningful, artistic way.
• Infrastructure & Steel Industry Representation: Reinforces Trinidad’s local manufacturing capabilities through steel lid production.
• High-Impact Visuals: LED-lit installations create a captivating nighttime experience, driving engagement and social media visibility.
• Community Engagement & Awareness: Encourages environmental responsibility and appreciation for artistic repurposing.
• Brand Visibility & Marketing: Enhances the VOSS brand’s luxury appeal while reinforcing its sustainability mission.

Process for Execution

1. Design & Planning
   • Finalize artistic renderings and structural designs.
   • Conduct feasibility studies for securing installations at various locations.
   • Collaborate with local urban planners and business owners for approvals.
2. Local Manufacturing & Labor
   • Partner with local steel manufacturers and fabricators to produce durable steel lids.
   • Hire local electricians and craftsmen to assemble the LED lighting and wiring systems.
   • Train local labor teams to handle the installation process, ensuring skills development and economic impact.
3. Installation & Placement
   • Secure permits for public and private installation sites.
   • Construct stable, weather-resistant fixtures in high-traffic areas.
   • Implement energy-efficient wiring solutions to ensure sustainability.
4. Public Engagement & Marketing
   • Launch social media teasers showing behind-the-scenes construction.
   • Organize an unveiling event to introduce the installations.
   • Encourage user-generated content via contests and influencer collaborations.

4. Strategic Beverage Collaboration

4.1 Angostura & VOSS Pairing

Trinidadians commonly mix White Oak rum with water. A partnership with Angostura can promote White Oak & VOSS as a premium drink combination.

• Highlight VOSS’s flavored options to complement White Oak’s existing profiles, creating unique pairings for cocktail menus.
• Launch a mix-and-match flavor campaign featuring both brands.

4.2 BLU Vodka & VOSS Integration

• Investigate BLU Vodka’s production origin (Trinidadian-made or licensed) and leverage its brand association.
• Introduce a co-branded marketing effort for premium mixology, positioning BLU Vodka & VOSS as an upscale nightlife beverage.
• Feature exclusive cocktails at Carnival events, bars, and high-end venues.

5. Expanded Launch Timeline & Execution Plan

Phase 1: Strategy Development (May-October)

• Finalize artist sponsorship deals (KI & The Band, Shal Marshall, DJ Ana, potential Machel Montano).
• Secure partnerships with retailers & hospitality venues.
• Research DMX lighting systems for installations.
• Finalize logistics for bottle repurposing and steel lid manufacturing.
• Confirm collaborations with Angostura for White Oak & VOSS and BLU Vodka & VOSS pairings.

Phase 2: Soft Launch & Pre-Marketing (October-December)

• Soft Launch at The Bungalow: VIP event with influencers & artists.
• Social Media Teasers: Behind-the-scenes content, jingle preview.
• Installation Testing: Setup and test lighting control systems.
• Jingle Recording & Distribution: Production of VOSS Caribbean Theme Song.
• Pre-Retail Activation: Exclusive product placement in high-end bars and restaurants.
• Initiate a mix-and-match cocktail campaign with White Oak & VOSS.
• Launch digital teaser campaigns on social media & influencer channels.
• Exclusive previews of the VOSS Caribbean Jingle.

Phase 3: Public Launch & Carnival Activation (December-March)

• Official Public Unveiling of Installations across Trinidad.
• Install VOSS sustainable art pieces in Port of Spain, South, and West Trinidad.
• Carnival Sponsorships: VOSS presence in VIP sections & major fetes.
• Retail Expansion: Rollout in Massy, Starlite, Hyatt, restaurants.
• Officially launch limited-edition VOSS bottles at retail locations.
• Jingle Airplay & Social Media Push: Major radio & online campaigns.
• Potential Machel Montano Collaboration: Song release or campaign integration.
• Carnival-Themed Limited Edition VOSS Bottles.
• Introduce 3 new flavors, native to Tropical islands:
  • Peach-Nectarine
  • Mango-Pineapple
  • Pommecythere-Pommerac avec Angostura Bitters
• Premium pricing for VOSS products at event bars, with complimentary sampling via chits included in fete ticket packages.
• DJs and artists promote VOSS during live performances.
• Integration of VOSS & White Oak Cocktails at major parties.
• Social media contest encouraging attendees to post VOSS Carnival moments.
• VOSS Ambassadors: Volunteers positioned at booths to entice patrons to engage with the brand, offering product knowledge and promoting giveaways.
• Patron Engagement Initiatives: Attendees enter to win VOSS product hampers, branded merchandise (shirts, bottles, etc.).

Phase 4: Post-Launch Growth & Sustainability (March-Beyond)

• Expansion to gyms, wellness spaces, tourist locations.
• Seasonal lighting updates & brand sustainability campaigns.
• Artist Collaborations Continue: More music videos and brand-integrated content.
• Evaluating ROI & Future Expansion: Collect data and analyze the impact of potential regional expansion.

6. Investment & Financial Projections

Category	USD	TTD	Description
Artist Sponsorships	$100,000	TTD 680,000	Payments to Soca & Chutney artists, performance fees, jingle production, and promotional integration.
Art Installations & Tech	$100,000	TTD 680,000	Material for installations (VOSS bottles, steel lids, LED lighting, DMX control systems, installation labor, and logistics).
Soft Launch Event	$25,000	TTD 170,000	Venue rental at The Bungalow, catering, entertainment, influencer invitations, and branded décor.
Social Media & Digital Ads	$50,000	TTD 340,000	Paid advertisements, influencer campaigns, professional video production, and digital promotions.
Retail Partnerships & Sampling	$25,000	TTD 170,000	Product placement in high-end supermarkets, luxury bars, hotels, promotional sampling costs, and branded merchandising.
Total Investment	$300,000	TTD 2,040,000	Overall budget allocation for launch and branding activities.

7. ROI Improvement Strategies

To improve return on investment, the following strategies will be implemented:

• Increase Conversion Rate: Strengthen marketing through influencer partnerships, extended event activations, and post-launch follow-ups.
• Expand Distribution: Push into hospitality, gyms, airports, and exclusive retail.
• Leverage Subscription Sales: Create VOSS Water subscription services for premium clients (e.g., high-end restaurants and clubs).
• Introduce Limited Editions: Higher-priced Carnival-themed VOSS bottles could boost revenue.
• Partner with More High-Profile Artists: If Machel Montano is fully onboarded, the brand reach can increase significantly, improving conversion rates.
• Reduce Initial Investment: Optimize costs by renegotiating sponsorship fees, streamlining event execution, and leveraging local partnerships.

8. Additional Marketing Strategies for ROI Improvement

1. Upselling & Premium Pricing at Events
   • Increase pricing at VIP lounges and premium bars during Carnival events.
   • Offer bottle service exclusives where VOSS is paired with White Oak or BLU Vodka at higher markups.
   • Create VOSS-branded cocktails that are event-exclusive, generating buzz.
2. Subscription & Hospitality Sales
   • Partner with hotels (e.g., Hyatt, Hilton, etc.) to feature VOSS exclusively in minibars.
   • Offer bulk supply subscriptions for high-end restaurants, clubs, and corporate offices.
3. Expanded Fete Sponsorship Model
   • Introduce tiered sponsorship packages where fetes actively promote VOSS in pre-event marketing (radio, social media, and ticket bundles).
   • Work with high-profile Carnival bands (Tribe, Lost Tribe, Harts, YUMA, etc.) to feature VOSS in road-ready hydration packs.
4. Enhanced Digital & Influencer Reach
   • Expand social media outreach by involving major Caribbean and North American influencers (fitness trainers, lifestyle influencers, and mixologists).
   • Introduce branded challenges (e.g., #LikeAVoss) where consumers submit creative content using VOSS for a chance to win VIP experiences.
5. Merchandise & Limited-Edition Collectibles
   • Sell Carnival-edition VOSS-branded reusable bottles with Caribbean designs to drive direct revenue.
   • Introduce VOSS hydration packs, an upsell where people can buy a pre-packed set of flavored VOSS for the road.

9. ROI Projections

9.1 ROI Projections

• Estimated Sales Increase: 30–50% increase in VOSS Water sales in Trinidad within 6 months.
• Brand Visibility: Over 5 million impressions from digital marketing & sponsorships.
• Carnival Audience Reach: 1M+ attendees, significant brand exposure.
• Retail & Hospitality Market Growth: Expected 20–30% adoption in luxury hospitality sector.

Projected Revenue Scenarios:

• Low-End Projection (5% market conversion): $270,000 revenue, -10% ROI.
• High-End Projection (10% market conversion): $420,000 revenue, 40% ROI.

By integrating sustainability, cultural relevance, and high-end positioning, VOSS Water will establish itself as the premier luxury water brand in the Caribbean, leading to strong ROI and future expansion into other Caribbean markets.

10. Conclusion

The VOSS Water Trinidad & Tobago launch is a multi-faceted initiative combining music sponsorships, sustainability-focused art installations, strategic beverage partnerships, and an immersive digital marketing campaign. This approach is designed to position VOSS as a premium, culturally relevant, and environmentally conscious brand within the Caribbean market.

By leveraging high-profile Soca & Chutney artists, collaborating with Angostura (White Oak & BLU Vodka), and launching a series of illuminated bottle installations, this campaign will maximize brand visibility across multiple high-traffic, high-engagement touchpoints.

The integration of premium-priced event sales, influencer-led activations, retail expansion, and limited-edition merchandise will help drive revenue, ensuring a more sustainable and profitable return on investment. Additionally, by working with local steel manufacturers, electricians, and craftsmen, the project will reinvest in Trinidad’s economy, reinforcing VOSS’s commitment to both luxury and sustainability.

With a carefully structured launch timeline, a revised investment strategy, and enhanced ROI-driven initiatives, VOSS Water is poised to successfully enter and dominate the Trinidadian and wider Caribbean market, setting the foundation for future regional expansion and long-term brand growth.