FIJI Water

Situational Analysis

First launched in the U.S. in 1996, FIJI Water was looking for a exceptional Canadian PR agency to create an integrated sponsorship strategy after they launched the product in the Canadian marketplace. FIJI Water selected NKPR as their agency of record because of their expertise, enthusiasm, and client results.

Objectives

1. Broaden existing consumer base by engaging target audiences and raising awareness of the FIJI Water experience
2. Leverage media relationships to generate targeted local/national print, web and broadcast media coverage
3. Strategic product placement in media and at events
4. Develop and deliver a targeted, consistent message that reinforces the FIJI Water brand proposition
5. Create/align FIJI Water with strategic event and sponsorship initiatives to support the overall brand proposition and engage target consumers

An extensive public relations campaign undertaken by NKPR has resulted in making FIJI Water Canada's must-have bottled water. NKPR has launched an extensive media campaign for FIJI Water that has resulted in exceptional coverage by the national media. NKPR has also helped to guide sponsorship opportunities undertaken by FIJI Water, including the MMVA Revolver after party at the Courthouse in Toronto, attended by many of today's hottest stars such as Paris Hilton, Sean Ashmore, and Cheryl Hickey. In addition to various public and media relations campaign strategies, NKPR has also helped to facilitate internal communications through methods such as assembling a Canadian Sales Team Tool Kit.

Editorial Highlights

1. "FIJI Water just tastes better. Slightly sweet, a little bit fruity, and très refreshing".
   -Toronto Star
2. "FIJI Water was my favorite and an absolute joy to drink"!
   -Edmonton Vue Weekly.

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