Drink a Bottle. Save a Species.

The bottled water market shocks me to begin with.  But that doesn’t mean they can’t advertise well.  One example is Fiji’s recent “green” campaign.

Fiji apparently now has a companion website fijigreen.com that educates people about sustainability and conservation.  Along with their efforts to educate the public on these issues, they are  putting their money where their mouth is to make the environment a better place.

I found the advertisement with the leaf in a magazine and after prodding some search engines, I found the one below that goes along with it.  

It’s quite possible that the agency that created this ad realized that all bottled water tastes the same, and it isn’t even much different than the free stuff people get out of their faucets.  So what they did was sold people on the “green-ness” of Fiji’s operation.  

Their research educated them about the Sovi Basin.  By mentioning that the basin holds plant and animal species found nowhere else in the world, they are speaking to animal lovers and conservation junkies that will then buy Fiji water.

Not only that, but Fiji’s recyclable bottles (which use less packaging to begin with) help the environment as well. 

The ads barely even mention that the water is “the best tasting” and that is likely intentional.  No matter how much someone loves bottled water, you don’t see them walking around bragging of its taste.  “Nature meets nurture” is a nice phrase that sums up what the campaign is aiming to achieve.  

Check out their Gill Sans-loving website for even more details.

The Second One



    • Zac Davidson
    • January 15th, 2012

    Think about this,

    Convincing people to pay more for water than for refined gasoline may seem impressive. Shipping water from the South Seas in plastic bottles from China to the U.S. and Europe in container ships seems unsustainable. Positioning the product as an environmental solution seems outrageous.

    The taste isn’t the issue here, it’s the ridiculous proposition of transporting a commodity you can easily access in your home for 1/1000th of the price.

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