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International Marketing US$30m Ad Campaign For FIJI Water

FIJI Water, a leading premium bottled water brand in the United States, has announced it’s first-ever television advertising campaign for the brand: ‘Untouched’. The US$30 million (FJ$61.5 million) campaign –
18 Feb 2015 08:02
International Marketing US$30m Ad Campaign For FIJI Water
FIJI Water ‘Untouched’ campaign.

FIJI Water, a leading premium bottled water brand in the United States, has announced it’s first-ever television advertising campaign for the brand: ‘Untouched’.

The US$30 million (FJ$61.5 million) campaign – the largest marketing investment FIJI Water has ever made – highlights how a sip of FIJI Water transports one from the grime of civilisation to the untouched tranquillity of Fiji.

The four 15 second spots will tell the story behind FIJI Water’s unique mineral profile and refreshing taste.

FIJI Water vice president of marketing, Clarence Chia, said: “We’re thrilled to launch our first–ever television advertising campaign.

“FIJI Water has been subtly telling our story for more than two decades. As we continue our growth trajectory, we wanted to re–introduce the brand more broadly to consumers.

“The ‘Untouched’ campaign beautifully tells our brand story and we are excited to share that message with the world.”

This new campaign comes off the heels of the brand’s first label redesign in more than 10 years.

Last month, the company unveiled a new label design showcasing the beauty of the brand and story behind the water’s journey.

Each bottle size, 330ml, 500ml, 1L and 1.5L, features not only the new label, but also six new back labels.

The ‘Untouched’ campaign was developed by the company’s in–house advertising agency, FireStation.

The spots were produced by Elastic, the Emmy–Award winning team behind the “True Detective” title sequence.

The spots were produced by Elastic, the Emmy–Award winning team behind the “True Detective” title sequence.

The ads will air on network and cable channels in the US.

 

 




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