New Campaign Targets Younger Consumers
FIJI Water has launched a new integrated marketing campaign titled 'It’s Not Just Water, It’s FIJI Water,' aiming to connect with younger consumers by highlighting the brand's role in everyday moments of joy and spontaneity. The campaign includes three video spots debuting in Canada: 'Afterparty,' 'Thrift Store,' and 'Girls Weekend.'
Creative Direction and Cinematography
The videos were filmed on Super 16 mm film by acclaimed writer and director Gary Freedman, who collaborated with Academy Award-winning cinematographer Linus Sandgren, known for his work on 'La La Land,' 'Dune 3,' and 'Wuthering Heights.' The creative approach captures a sense of effortlessness and spontaneity, reinforcing how moments with friends are best accessorized with FIJI Water.
Brand Positioning
According to Clarence Chia, senior vice president of marketing for FIJI Water, 'FIJI Water has always stood at the intersection of style and culture, but what defines those moments is changing. 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.'
Cultural Presence and Partnerships
FIJI Water will also have a broader presence across defining cultural moments, partnering with select influencers, musicians, and athletes at major touchpoints. The brand builds on its established presence at New York Fashion Week, key film festivals, and entertainment award shows. These activations are designed to meet consumers in both everyday settings and high-profile cultural spaces.
Digital and Social Executions
Additional social and digital executions will remind consumers of FIJI Water’s natural source from the islands of Fiji and its unique properties, including its soft, smooth taste, 7.7 pH, and natural electrolytes. The campaign brings the brand benefits to consumers while they scroll on their devices.
Sustainability and Philanthropy
FIJI Water also celebrates its continued commitment to quality, sustainability, and philanthropy. Since 2007, the FIJI Water Foundation has invested more than $20.5 million (FJ$47 million) to support the islands of Fiji in areas including access to clean water, education, health and wellness, community development, emergency relief, and environmental sustainability. Additionally, all of FIJI Water’s best-selling 500mL and 330mL bottles are made from 100% recycled plastic globally, transitioning nearly 70% of its bottle volume globally to recycled plastic.
