Professional Documents
Culture Documents
RESPONSIBILITY
GREEN MAKEOVER OR
“GREENWASHING”?
Issues :
Accused of “water insanity”
“Greenwashing” through marketing techniques
Not so good relationship with Fiji government
High taxes on products
High transportation costs and carbon footprint
Reduced profitability as a result of taxes
Building an image
At the beginning: very little formal or paid advertising
Printed ads in in-flight magazines
Word-of-mouth
Free product placement
Targeted sampling
Turned new customers into “brand evangelists”
Targeting venue that resonated with brand image
Celebrity endorsement
Favorite bottled water in famous resaurants
Celebrity chefs using the water as an ingredient
2007: marketing campaign
In sum, the secret of FIJI Water’s success in the United States seemed to lie in its marketers’ ability to
elevate the world’s simplest drink to celebrity status. FIJI Water was much more than just pure,
goodtasting liquid. It was a promise of good health, refinement, status, and exclusivity. It evoked images
of unspoiled natural beauty and purity. It was a tropical paradise captured in a bottle !