Click the book to see the full case study!

 

FIJI Water shares earth’s finest water with the world. FIJI Water is the number one imported bottled water in the United States and is enjoyed in over 60 countries across the globe. Our business goals are to grow brand awareness from 8% to 35% during the next calendar year and increase national distribution of Fiji brand 15% annually.

Our positioning for FIJI Water is to continue the good image of FIJI Water with the new tagline “The Essence of Pure”. We chose this positioning statement because we will focus on brand awareness and recognition. We will use promotional experiences like FIJI Family Initiative, and social media to achieve this goal. Both National and Spot Markets will be used during the campaign to help increase brand awareness. Nationally, media used includes magazine and digital. Spot markets will be hit harder during the summer months with an emphasis placed on outdoor advertising in order to catch the audience outside of home when they need pure water the most.