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Fiji Water Fights Back With Eco-Friendly Campaign

Brandweek, Monday, April 14, 2008 11 AM

As environmental groups raise concerns over the ecological impact of the bottled water boom, at least one brand is fighting with a bigger ad budget and new campaign. Fiji Water's "Fiji Green" effort will be backed by more than $10 million in marketing spend ,with at least half focused on an eco-friendly message. The company says it will also become the first bottled water company to participate in the Carbon Disclosure Project and publish details about its carbon footprint.

Print ads break in magazines including Elle and Vanity Fair touting that action while another execution will highlight its work with Conservation International to protect a 51,000-acre rainforest.

Fiji's main tagline will be "Every drop is green" along with other slogans, including "The Earth protects Fiji and vice versa" and "A convenient truth." The company spent $6 million on media last year and will boost its budget by more than 50% this one.

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