Last updated on June 13th, 2024
Fiji Water, a premium imported bottled water in the U.S., is chronicling the journey of its water: from the clouds, to rain, through rocks, into a deep artesian aquifer and bottled at the source. Told in four installments, the story comes to life with music by 11-time Academy Award-nominated composer Hans Zimmer.
Zimmer composed four 15-second scores for Fiji Water highlighting each chapter in the water story: “Clouds,” “Rain,” “Rock” and “Aquifer.” Each score strings together in harmony to tell the larger story of how nature perfected this water over hundreds of years, paired with vibrant images that showcase a Fijian environment.
“There are few places on this planet where you can find purity. Places where rain filters through nature in a most spectacular way and ends up being the most precious commodity that we have, which is water. That is the story I wanted to tell,” said Zimmer. “In building the music to represent this journey from scratch, I wanted it to be impressionistic, closer to my feeling of nature, my feeling of what purity is all about.”
Starting as rain born from clouds 1,600 miles from the nearest continent, that rainfall slowly filters through ancient volcanic rock, gathering the naturally occurring minerals and electrolytes that give Fiji Water its signature smooth taste and soft mouthfeel. It then collects in a sustainable ancient artesian aquifer, hundreds of feet below the surface, protected from external impurities and bottled at the source. It’s Untouched By Man, until you unscrew the cap. This natural process gives Fiji Water double the electrolytes compared to the other two top premium bottled water brands and a perfectly balanced 7.7 pH.
“We’ve created the perfect storm through this campaign, elevated by the musical wonder of Hans Zimmer, to showcase that Earth’s Finest Water exists from a sustainable source in Fiji,” said Clarence Chia, SVP of marketing for Fiji Water. “We know that consumers are actively looking for electrolytes, minerals and a balanced pH in their water, all of which nature has perfected throughout hundreds of years. This is why ‘it’s not just water, it’s Fiji Water.'”
The campaign can be seen on YouTube, Facebook, Instagram, Linear Cable, OTT/CTV (e.g. CW, Hulu, Pluto, Tubi, etc.), as well as through a targeted consumer print and digital campaign.
Unveiled in the campaign is the new Fiji Water packaging. The signature hibiscus flower is enlarged for an eye-catching pop of color on store shelves. The new packaging is now available nationwide on all bottle sizes, including the 330mL, 500mL, 700mL Sport Cap, 1.0L and 1.5L.
In sharing its origin story, Fiji Water is also renewing its long-standing dedication to environmental sustainability with the introduction of its best-selling 500mL bottle made from 100 percent recycled PET (rPET) plastic in 2022. The 100 percent rPET bottle will replace the existing 500mL bottle throughout the U.S.
For more information, including details to subscribe to Fiji Water’s home delivery service, and for the latest updates on Los Angeles, California-based Fiji Water, visit FIJIWater.com or @FIJIWater on Instagram.
