FIJI Water
Don’t tell people why FIJI is different. Let them follow the water.
A digital platform made FIJI Water’s provenance visible, then extended Earth’s Finest Water into a monthly guide to some of the world’s finest destinations.
The situation.
Taste tests supported FIJI Water’s product claim, but consumers who believed water was simply water needed a more convincing way to understand the difference.
The idea.
Create an experience that follows a single drop of rain from the clouds above Fiji, through rainforest and volcanic rock, to the underground aquifer where the water rests undisturbed.
Then use the brand’s Earth’s Finest Water positioning to create Earth’s Finest City Guide—a digital magazine with original editorial and photography from a different aspirational destination each month.
The Water Story begins above Fiji
The journey through rainforest
Filtered through volcanic rock
Earth’s Finest City Guide
Original editorial and photography
A different destination each month
What changed.
The Water Story became a reusable narrative across customer touchpoints and later moved into national broadcast. The City Guide gave the brand an ongoing editorial reason to return, not just a product story to read once.
The result.
Year-over-year increase in overall site engagement.
Year-over-year increase in annual FIJI sales while no other major marketing initiatives were in market.
Recognition from ThinkLA for the FIJI Water Story.