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Fiji Water Campaign

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History of Advertising Class Project

History of Advertising Class Project

Published in: Business, Travel

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  • 1. FIJI Natural Artesian Water 1954 Carly Andersen, Brooke Bonnem, Nikki Constantine, Heather Lodge, Jessica Strode, Jessica Wesley
  • 2. Historical Overview
    • David Gilmour bought Wakaya Island where he found pure water flowing from the Yaqara River
    • The company was started in 1996 and FIJI Water was introduced to the United States in 1997.
    • FIJI has a unique bottling system and the water is “untouched by man.”
  • 3. Situation Analysis
    • FIJI Water is drawn from an artesian aquifer, located at the edge of a primitive rainforest.
    • FIJI Water never comes into contact with the air until bottle is opened.
    • FIJI Natural Artesian Water is good for your health.
    • FIJI Water is the only one among the top 10 bottled water in the US originating from an artesian source.
    • FIJI Water is currently marketed as a luxury good for wealthy consumers.
  • 4. Industry Overview
    • The first bottled water was introduced in 1820.
    • Coca-Cola, a leader in the bottled beverage industry, began in 1886.
    • In 1954, cola beverages were the highest selling bottled beverage product.
    • At this time, bottled water was not sold commercially.
    • Saratoga Springs and Coca-Cola would have been FIJI’s leading competitors in the bottled beverage industry.
  • 5. Consumer Research
    • The target market for FIJI is the middle class.
    • FIJI Water is broadly distributed and widely available to the masses.
    • FIJI Water is marketed as an essential item for a bomb shelter kit.
    • Marketing objectives are to give out samples in grocery stores, emphasize purity, and promote patriotism during the Cold War time.
  • 6. Advertising Strategy
    • To market FIJI water as the safest and most pure bottled water, especially concerning Cold War fears.
    • To focus our print ads on scare tactics.
    • Overall, our campaign is in the introductory stage and we are creating awareness for this new product.
    • The packaging of the water will be a glass bottle, tinted light blue and labeled with a tropical scene to emphasis purity.
  • 7. Creative Strategy
    • In a time of mayhem and danger, FIJI Water can provide a safe, pure drinking alternative that protects your family and keeps them healthy.
    • Product image: safe, convenient, family oriented
    • Art elements of ads: average middle class Americans protecting their families from Cold War dangers
  • 8.  
  • 9. Media Plan
    • Television and print are the best modes of media to reach our target market as they are both widespread among the middle class at this time.
    • We will use the televised First Annual Miss America pageant and Cold War fears to aid in presenting our product in a patriotic manner.
    • Radio, magazines, and billboards will be incorporated but will not be the main focus.
  • 10. Promotions and Public Relations
    • Contest advertised in LIFE magazine; winner gets a year’s worth of free FIJI Water
    • Increase awareness by distributing free samples in supermarkets
    • Sponsorship for numerous 1954 events with a focus on the Miss American Pageant

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