Chapter 18

Over the years Fiji water has developed a consumer demographic that can be described an elite , wealthy and healthy group of consumers. Fiji water has taken this concept to the level of making those consumers feel as if they are part of an elite group. A key tool in creating this environment is Fiji waters use of social networking sites. Simply log on to Fiji Waters Facebook site and all the posts are related to wealth and how Fiji water improves living a healthy lifestyle. The Facebook page has posts from the recent Emmy awards, and New York Fashion week. Why would a bottled water company post such a thing? The common denominator is that in the post about the Emmy awards, Fiji water is being presented on the red carpet and the post on The New York Fashion week shows the designers of Marchesa's 2017 spring collection holding Fiji water. Fiji does this in order to portray its water as being the best of the best. The company wants consumers to see its brand being presented at the most socially recognized award ceremonies and events to further their brand credibility. The company wants its consumers to feel as if "You drink this water, you are part of this elite and healthy community." 

Fiji's Facebook page