Amid growing environmental concerns about the impact of bottled water, Fiji Water is battling back with a boosted ad budget and "Fiji Green" ad campaign.
The premium water brand, which is imported from Fiji, will spend upwards to $10 million on marketing this year, with half the budget dedicated to touting an eco-friendly message, brandweek reported.
Last week, Fiji Water announced that it will become the first bottled water company to participate in the Carbon Disclosure Project by publicly publishing details about its carbon footprint.
Print ads breaking in May issues of magazines, including Elle, Esquire and Vanity Fair, reference that action and tout Fiji as being a carbon negative product. A second ad will spotlight its work with Conservation International to protect the 51,000-acre Sovi Basin rainforest. New back labels also promote those accomplishments.
The new campaign isn't about "Oh my God, they turned on us, what can we do to get people to like us?" said Thomas Mooney, svp of marketing and sustainable growth at Fiji Water, Los Angeles. "The company has always been involved with environmental causes."
Fiji, which targets high income, highly educated men and women 25-34, will predominantly use the tagline "Every drop is green." However other slogans, including "The Earth protects Fiji and vice versa," "A convenient truth" and "Carbon negative, globally positive" also will run, along with the Fijigreen.com call-to-action.
Remaining print ads will continue to tout the brand, which retails for about $1.10 for a half-liter, as "water from one of the last virgin ecosystems on the planet;" so will the company's first in-theater ads debuting this summer at art houses. "Fiji is a spectacular place and no print ad can do justice to being there," said Mooney. Ads are created in-house.
Fiji also is involved in a partnership with NPR this month involving on-air mentions.
Fiji spent $6 million on media last year and will boost its budget more than 50% this year.
Volume was up more than 30% last year as "they are still building distribution," said John Sicher, editor of Beverage Digest, Bedford Hills, N.Y. "They are doing a good job at building this brand."
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