Chapter 4

When an individual thinks of Fiji water they associate the brand with one that is socially superior to tap water and merely all other bottled water brands. Fiji strategically places its products in order to appeal to a specific demographic of people. The product is shown on its Facebook page as being on the red carpet at the Emmy Awards and VMA's. In addition the water is shown as influencing healthy lifestyles. From this, Fiji waters target demography are the wealthy and those who wish to or already live a healthy lifestyle. Fiji water makes it their mission to place its water in the most media attended events in the world, which in turn appeals to those who crave this fame, and fortune that Fiji waters brand is associated with.

Although this image may seem like an ordinary picture, Fiji Water Posted this image to their Facebook Page For a very Important reason. In the image there are three main components : The Emmy's sign in the background, the red carpet, and the fit and healthy woman holding the Fiji bottle. The image is appealing to those who crave a life of wealth and healthy living.

One of the key reasons why Fiji water is such a uniquely marketed product is because it is water:

a tasteless liquid that forms the seas, lakes, rivers, and rain and is the basis of the fluids of living organisms, and best of all it's

the only resource within society that is free. It's a traditional lifestyle component, yet people still pay a ridiculous amount for bottled water such as Fiji water. But why do people buy Fiji water? Some responses may be "It taste's better" or "It's healthier for you." Water is water, it doesn't matter if the water is from the tap in your kitchen, bottled water has no additional nutritional value over the water from a kitchen tap. However since people continue to buy Fiji water for such a high price, it shows that their marketing is paying off even if water is a traditional lifestyle component.