People need content ideas
Brands that create products with nice packaging or unique functionality that give people content to post are the ones that will blow up the fastest
some people will only buy your stuff JUST to take pics
Look at how anti social social club used influencers to promote a specific camera angle to capture their caps, so everyone started buying caps and posting that same picture to their IG
people want exposure, they want validation, and they need content ideas
putting aside that voss is just normal water like everything else, voss started selling its packaging more than it’s selling water
content marketing.