Chapter 15- marketing communications

Fiji water never felt the need to provide any means of communication with its consumers until recently. In 2015 the company launched a $30 million dollar advertising campaign, in order to reinforce the brands integrity by promoting its "untouched" image. According to Vice President Clarence Chia Fiji water wanted to "re-introduce the brand more broadly to consumers,” he states that the “The ‘Untouched’ campaign beautifully tells our brand story and we are excited to share that message with the world.” Going from very little marketing communication to $30 million dollars worth of communication is clearly quite the leap. It was the companies first time including a TV ad for its product. All of this communication to its consumers is the form of advertising. The company is paying for the TV ads in order to provide a one-way communication to its consumers and potential consumers to advertise its "untouched" and "green" water. Chia's main goal of communication for this marketing campaign was to remind consumers that the water really does come from Fiji and the fact that it really is untouched. As seen in the above advertisement, they present the bottle in a contrasting way with gospel background music leaving the viewer with a positive association that the bottle is associated solely to earth.