How 'celebrity water' FIJI Water stays relevant while retaining its pure image

In a world overflowing with bottled water options, FIJI Water has managed to stand out, becoming a symbol of purity and luxury.  What sets this brand apart isn’t just its product; it’s the captivating story behind it that resonates with consumers seeking authenticity and quality.

So, how does FIJI Water stay relevant in such a crowded market?

According to Wai Mei Lee, vice president of international, FIJI Water, it is by blending strategic branding with influencer partnerships and engaging campaigns that connects with consumers on a personal level. The brand also consistently highlights its unique selling points—natural purity enriched with silica and an exotic heritage—appealing to health-conscious individuals and those drawn to premium lifestyle choices.

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Through targeted sampling events and vibrant social media engagement, FIJI Water fosters a community of loyal fans who appreciate not only the refreshing taste but also the story behind every bottle.

MARKETING-INTERACTIVE: What are some key things that FIJI Water has implemented in recent years to keep up with changing consumer demands?

Lee: With the development of the economy and the progress of the times, more and more consumers are not only pursuing exceptional quality, but also placing emotional needs and social expectations on the products they choose. FIJI Water has always been focusing on different life scenarios, such as daily drinks, fitness, and epicurean, with the FIJI Water's extraordinary drinking experience, and has become an ideal choice to enhance a consumer's quality of life.

MARKETING-INTERACTIVE: Can you tell us what your most interesting campaign lately has been that demonstrates how you have resonated with new consumers?

Lee: Locally in Singapore, many of those residing here tend to admire and respect celebrities from all around the world, be it in Asia or the Western hemisphere, and as an iconic Fashion essential among the celebrities, we have prepared media drops for our influencers in an effort to encourage them to #LiveLikeACeleb for 5 days with FIJI Water, and have provided them with multiple items that can aid in their ‘Celebrity Lifestyle’. In a society where many eyes are on celebrities and influencers, this campaign is of relevance to the generation aged 20-40.

MARKETING-INTERACTIVE: How has your strategy towards your campaigns changed as consumers demand more authenticity and transparency?

Lee: In FIJI Water, we believe in advocacy and throughout the years, we let true FIJI Water lovers speak for our brand and spreading the words of quality. FIJI Water believes in organic relationships so that there is an authenticity in what consumers are seeing. Most talent and VIPs photographed with FIJI Water in their personal lives are choosing the product on their own and that is invaluable messaging.

MARKETING-INTERACTIVE: FIJI Water refers to itself as ‘celebrity water’. What are some of the most interesting celebrity x FIJI sightings that you have seen?

Lee: FIJI Water is loved by celebrities all over the world, and many have been seen with a bottle of FIJI Water. Particular notable are celebrities in the United States, who have shown a strong display of love for FIJI Water. FIJI Water has been photographed in the hands of Jennifer Aniston, Selena Gomez, Dwyane Wade, Noah Beck and many more. Award-winning actors, global musicians and elite athletes are choosing FIJI Water and that is always amazing to see.

MARKETING-INTERACTIVE: The tide is changing against plastic water bottles as consumers become more environmentally-conscious. How does FIJI Water continue to stay relevant and adapt to these preferences?

Lee: FIJI Water is committed to environmental sustainability and has proven this with the transition to a new era of packaging – with the brand’s iconic 500 mL and 330 mL bottles being made from 100% recycled plastic (rPET), bottles only. These make up 70% of the overall FIJI Water product worldwide and shows how in our transition to recycled plastic, we aim to make a truly meaningful and lasting impact.

MARKETING-INTERACTIVE: Could you elaborate on FIJI Water’s trade and marketing strategies that support your sustainability initiative, particularly in terms of partnerships and campaigns?

Lee: As FIJI Water looks to the future, we have set targets to help the environment and are committed to making a difference. FIJI Water has invested approximately FJ$5 million (approximately SG$2.98 million) in energy efficiency initiatives on the Fijian islands, use of microturbine energy generation and the adoption of low-sulphur fuel standards for shipping, reducing sulphur oxide emissions.

FIJI Water remains steadfast in its mission to nurture the Fijian community and environment, providing access to clean water, healthcare services, and funding for local schools, organizations, and to large-scale reforestation and conservation efforts to help preserve and protect the Sovi Basin, Fiji's most important forest ecosystem and the largest remaining lowland rainforest, in partnership with Conservation International.

MARKETING-INTERACTIVE: How is FIJI Water engaging with key stakeholders, including consumers and industry partners, to promote and support its sustainability efforts?

Lee: FIJI Water is a division of The Wonderful Company, which has a profound commitment to sustainability. The Wonderful Company and its owners Stewart and Lynda Resnick have invested more than US$1.3 billion in environmental sustainability initiatives to help fight climate change. This commitment includes the largest ever gift for sustainability research of US$750 million to Caltech, and US$50 million to Technion-Israel Institute of Technology for research and sustainability.

A portion of the research will focus on decomposable plastics, along with tackling issues of water, energy, food, and waste in a world confronting rapid climate change. Moreover, The Wonderful Company is a proud member of RE100, a global initiative made up of some of the world's biggest companies, which have all committed to using 100% renewable energy.

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