FIJI Water, the number one premium bottled water brand in the US, announced yesterday its first-ever television advertising campaign for the brand “Untouched”.
The $30million 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 creative highlights this “untouched” element by showing the beautiful, tranquil Fiji landscape overlaid against complicated, dirty cityscapes.
FIJI Water marketing vice-president Clarence Chia said they were thrilled to launch their first 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,” Mr Chia said in a statement.
“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 ten 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, and the spots were produced by Elastic, the Emmy®-Award winning team behind the “True Detective” title sequence.
The ads will air throughout the year on network and cable channels.
In addition to TV, the campaign will also have strong presence across digital and social platforms.
The campaign will be supported by FSIs, in-store promotion, public relations and event marketing efforts.
