Fiji Water Case Study Summary

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Even tour guides were running scared—one told me that one of his colleagues had been picked up and beaten for talking politics with tourists.

When I later asked Fiji Water spokesman Rob Six what the company thought of all this, he said the policy was not to comment on the government “unless something really affects us.” If you drink bottled water, you’ve probably drunk Fiji. Even though it’s shipped from the opposite end of the globe, even though it retails for nearly three times as much as your basic supermarket water, Fiji is now America’s leading imported water, beating out Evian.

And, of course, you won’t find mention of the military junta for which Fiji Water is a major source of global recognition and legitimacy.

(Gilmour has described the square bottles as “little ambassadors” for the poverty-stricken nation.) “We are Fiji,” declare Fiji Water posters across the island, and the slogan is almost eerily accurate: The reality of Fiji, the country, has been eclipsed by the glistening brand of Fiji, the water.

“Each piece of lobster sashimi,” celebrity chef Nobu Matsuhisa declared in 2007, “should be dipped into Fiji Water seven to ten times.” ‘s 2007 green issue, nestled among stories about the death of the world’s water.

Two bottles sat on a table between Al Gore and Mos Def during a 2006 My Space “Artist on Artist” discussion on climate change.

Suva is a bustling multicultural hub with a mix of shopping centers, colonial buildings, and curry houses; some 40 percent of the population is of Indian ancestry, descendants of indentured sugarcane workers brought in by the British in the mid-19th century.

(The Indian-descended and native communities have been wrangling for power ever since.) The primary industries are tourism and sugar.


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