fiji water is an iconic bottled water that is sold around the world. It comes from an ancient artesian aquifer in the South Pacific island nation of Fiji. The water is naturally filtered through layers of volcanic rock and is untouched by human hands until it is in the bottle. The water is known for its very round mouth feel and high levels of mineral content. It is a symbol of a preserved eco-system and lush nature.
The company was founded in 1996 by David Gilmour, a businessman and mining entrepreneur who had owned a luxury resort in Fiji. He was frustrated by the need to provide his guests with bottled water shipped from thousands of miles away. He hired geologists to find a local source and found the Yaqara Valley in the island of Viti Levu, which had a natural underground aquifer containing the pure and fresh water he sought.
He began to build relationships with the hotel industry and pitched his product to high-end hotels, resorts and spas. They were initially hesitant, but after seeing the quality of the water and learning about the story behind it, they were willing to switch from Evian to fiji water. He also marketed the water through celebrity endorsements, using Jacqueline Bisset, Nicholas Cage and others to act as evangelists for the brand. This strategy paid off, and fiji water enjoyed very rapid growth for a new bottled water.
Fiji Water is well-known for its commitment to the environment and sustainability. It has a multifaceted initiative that includes reforestation projects, solar-powered pumps and reducing plastic waste. The company has also partnered with Conservation International, which helps to preserve the pristine rainforest in Fiji.
Its commitment to sustainability is also evident in its use of recycled materials. It has committed to using 100% post-consumer recycled PET for its 330 mL and 500 mL bottles in the U.S. This is in line with its goals to reduce its carbon footprint and promote a circular economy.
Despite its success, fiji water faces challenges moving forward. It is difficult to sustain interest in a brand that is based on a myth, and it will be easy for new competitors to come up with an equally exciting story about their own products. In addition, it is important for fiji water to further align itself with consumers’ lifestyles, particularly in the health and fitness areas. For example, its bottle design is slim and trim to fit in cupholders on gym equipment.
Lastly, it is critical for the company to continue to deliver on its brand promise of being “good for you, good for the earth” and maintaining the quality of its water. Recent episodes such as the one in which a bottle of fiji water tested positive for arsenic, albeit at safe levels, can detract from consumer confidence and damage the brand.