Projects

FIJI Water

Selling a green bottled water company isn’t easy. That was the challenge facing Scott Circle Communications when FIJI Water decided to take steps to become more eco-friendly and the leader of a more responsive and responsible bottled water industry. To reduce its carbon footprint, FIJI partnered with Conservation International to develop a sustainability plan. It then established “FIJI Green,” a program to develop and implement FIJI’s long-term plans for environmentally-friendly business practices. FIJI Water then sought to tell the world about FIJI Green and to establish itself as a leader in the industry.

Scott Circle Communications (SCC) implemented a strategic public relations plan to publicize these initiatives, broadening recognition of the Fiji Water brand and resulting in increased sales by double digits in some markets.

Strategy

SCC’s assignment was to establish FIJI Water as an environmental pioneer in the industry. The launch was announced through a few carefully chosen prominent sources and Op-Eds. SCC then placed additional stories with traditional and online media outlets targeting environmental reporters; business media outlets; lifestyle reporters; local news outlets with specific interests in FIJI Water; travel and ecotourism reporters; international reporters; and bloggers. Eventually, outreach was broadened to include targets in trade; the food and beverage industry; business and marketing; lifestyle and features publications; national television; wire services; regional radio; and blogs and e-newsletters.

SCC then demonstrated the company’s dedication to sustainability as well as worked to influence critics of the bottled water industry. SCC pitched materials clarifying and emphasizing FIJI’s initiatives, including press releases; a fact sheet; TV-friendly and web-friendly video footage; and photos from events in major cities. Consumer and lifestyle magazines and national television shows all received package drops with a negative carbon footprint.

“FIJI Water has been approached by environmentally-conscious organizations for sponsorships because of FIJI Green…”

Results/Summary of Successes

SCC attracted significant coverage for FIJI Green on FOX Business News, NBC, CNN, MSNBC, ABC’s Good Morning America, Reuters TV, The New York Times, Fortune, The New York Times Magazine, Elle Magazine, Wall Street Journal, Washington Post, Newsweek, and BusinessWeek. Circulation total exceeded 181 milllion.

When articles are written about corporate sustainability, FIJI Water is often mentioned. FIJI Water has been approached by environmentally-conscious organizations for sponsorships because of FIJI Green, including Rock the Vote and the Democratic and Republican National Conventions. After reading the article in The New York Times about FIJI Water, former President Bill Clinton wrote a letter to the owner of FIJI Water congratulating her on the company’s efforts.

Sales of FIJI Water have increased by 15 percent in an industry that remains flat. FIJI Water is now the number one imported bottled water, beating out Evian with higher sales.