The millionaire history of Fiji

FIJIWater, the number one premium bottled water brand in the United States, announced its first–ever television advertising campaign for the brand: “Untouched.”

The Luxonomist. 20/02/2015
Fiji water
Fiji water

The $30 million campaign – the largest marketing investmente – highlights how a sip of FIJI Water transports one from the grime of civilization to the untouched tranquility of Fiji.  The four :15 spots will tell the story behind FIJI Water’s unique mineral profile and refreshing taste. FIJI Water is bottled at its source on the island of Viti Levu at an ancient aquifer deep within the earth where it remains protected from external impurities. The creative highlights this “untouched” element by showing the beautiful, tranquil Fiji landscape overlaid against complicated, dirty cityscapes.

“We’re thrilled to launch our first–ever television advertising campaign”, said Clarence Chia, vice president of marketing at FIJI Water. “FIJI Water has been subtly telling our story for more than two decades. As we continue our growth trajectory, we wanted to re–introduce the brand more broadly to consumers. The ‘Untouched’ campaign beautifully tells our brand story and we are excited to share that message with the world”.

This new campaign comes off the heels of the brand’s first label redesign in more than ten years. Last month, the company unveiled a new label design showcasing the beauty of the brand and story behind the water’s journey. Each bottle size, 330ml, 500ml, 1L and 1.5L, features not only the new label, but also six new back labels.

The ‘Untouched’ campaign was developed by the company’s in–house advertising agency, FireStation, and the spots were produced by Elastic, the Emmy®–Award winning team behind the ‘True Detective’ title sequence. The ads will air throughout the year on network and cable channels.

In addition to TV, the campaign will also have strong presence across digital and social platforms. The campaign will be supported by FSIs, in–store promotion, public relations and event marketing efforts. FIJI Water, natural artesian water bottled at the source in Viti Levu (Fiji islands), is the No. 1 premium bottled water in the United States. FIJI Water, known for its iconic square bottle, soft mouth feel and unique mineral profile, is the water of choice among discerning consumers and top chefs. Widely available at fine restaurants and hotels, all major retail channels and through a convenient home⁄business delivery service, FIJI Water has expanded globally to more than 60 countries.

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