Fiji Water begins campaign
By Rob Bale
Fiji Water has begun a new campaign called “It’s Not Just Water, It’s Fiji Water.” The campaign, aimed at younger consumers, consists of three video executions that depict the product as an “elevated everyday essential.” The effort also makes use of influencer activities and a presence at various film festivals and entertainment award shows, as well as social media and digital elements.
“Fiji Water has always stood at the intersection of style and culture, but what defines those moments is changing,” said Clarence Chia, senior vice-president of marketing at Fiji Water. “Today’s most powerful expressions of style and culture aren’t confined to traditional runways. They are found in everyday moments of joy, spontaneity and connection. This campaign exemplifies that, driving relevance with younger consumers, while reaffirming its timeless appeal.”