Building a premium brand: lessons from FIJI Water’s winning formula
Discover how FIJI Water combines premium branding, influencer marketing, and sustainability to remain a symbol of purity and luxury. Insights from Wai Mei Lee, Vice President of International at FIJI Water.
In a crowded bottled water market, FIJI Water has built a strong reputation for luxury and purity. This success isn’t just because of its iconic square bottle or its origins in pristine Fijian aquifers—it’s the brand’s ability to connect with consumers through storytelling, influencer marketing, and sustainability efforts.
In 2008, sales exceeded US$150 million, marking a 300% increase since its acquisition by Roll International in 2004. By 2017, revenues had surpassed US$424 million, further highlighting the brand's continued growth and consumer demand.
Curious about how FIJI Water has achieved its remarkable success? This article explores an in-depth look at the brand’s winning formula. Which highlights five key strategies and insights from Wai Mei Lee, vice president of international, FIJI Water and essential takeaways for marketers aiming to build and sustain premium brands in today’s market.
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FIJI Water's key strategies
Strategic branding meets consumer trends
FIJI Water embraces its image as "celebrity water," with notable stars like Jennifer Aniston and Selena Gomez often seen with a bottle in hand. By cultivating organic relationships with influencers and advocates, the brand ensures authenticity. Recent campaigns, such as Singapore's #LiveLikeACeleb initiative, aligns the product with aspirational lifestyles, drawing a younger demographic aged 20–40.
Creating loyal consumers through engagement
“In FIJI Water, we believe in advocacy and throughout the years, we let true FIJI Water lovers speak for our brand and spreading the words of quality.” Lee highlights in an interview with MARKETING-INTERACTIVE.
By targeting specific life scenarios—fitness, dining, and daily hydration—FIJI Water connects emotionally with health-conscious and premium-focused consumers. From social media buzz to in-person sampling, the brand builds a community around its promise of quality and sophistication.
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Campaigns that resonate
FIJI Water’s marketing strategies emphasize authenticity. “Most talent and VIPs photographed with FIJI Water in their personal lives are choosing the product on their own and that is invaluable messaging,” Lee says, reinforcing its luxury appeal. Campaigns like influencer media drops bring the brand into personal spaces, making the product more relatable while preserving its aspirational allure.
Sustainability as a core pillar
As consumers demand eco-friendly solutions, FIJI Water leads with action. Transitioning to 100% recycled plastic (rPET) for its most popular bottle sizes and investing in energy-efficient initiatives reflect the brand’s commitment to sustainability.
“As FIJI Water looks to the future, we have set targets to help the environment and are committed to making a difference. FIJI Water has invested approximately FJ$5 million (approximately SG$2.98 million) in energy efficiency initiatives on the Fijian islands, use of microturbine energy generation and the adoption of low-sulphur fuel standards for shipping, reducing sulphur oxide emissions.” Lee explains
Collaborations with Conservation International and significant investments by The Wonderful Company, which is FIJI Water’s parent company, in climate research further bolster its green credentials.
Global initiatives for a local impact
FIJI Water’s sustainability efforts extend beyond packaging. Investments in the Fijian community provide clean water, healthcare, and education, while reforestation projects protect critical ecosystems like the Sovi Basin rainforest. These initiatives position the brand as not only a luxury choice but a responsible one.
Lessons for marketers
FIJI Water’s success offers valuable insights for marketers looking to build strong, lasting brands. One key lesson is the importance of standing out through storytelling and staying true to your brand’s identity. FIJI Water’s focus on its unique origin and high quality creates a story that connects with consumers who are looking for more than just a product—they’re looking for something that fits their lifestyle and values.
Another takeaway is the need to stay flexible and keep up with what consumers want. FIJI Water does this by launching creative campaigns that reflect current trends, like working with influencers and focusing on everyday moments where the brand fits naturally into people’s lives.
Sustainability is also a big part of FIJI Water’s strategy. By switching to recycled packaging and investing in environmental efforts, the brand shows it’s serious about being eco-friendly. This helps build trust with consumers who care about the planet.
Finally, FIJI Water uses premium branding to stand out in a crowded market. Its image as a luxury item strikes a balance between being exclusive yet accessible, making it a popular choice for people who care about health and enjoy a touch of indulgence.
These strategies show how blending quality, adaptability, and purpose can help a brand stay relevant and successful over time.
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