Telling the Fiji story was critical to the brand’s marketing strategy.
Photo: Courtesy of Fiji Water
Brand ambassadors rode customized bikes mounted with coolers to carry the water.
Photo: Courtesy of Fiji Water
Fiji expected to hand out 25,000 bottles of water.
Photo: Courtesy of Fiji Water
“If I had done this in a back-the-truck up, drive-by trial-type program, I probably could have distributed 100,000 bottles of water if I wanted to,” said David Bowman, vice president of marketing for Fiji. “But I don’t want this to be a 1.1-second trial experience. I want it to be a 30-second, 90-second, three-minute trial experience—so the consumer actually remembers something. I believe strongly if you can achieve a high-quality trial experience with the consumer that is memorable, they will internalize the unique selling proposition of Fiji water, and they become the brand ambassadors.”
Photo: Courtesy of Fiji Water
