Hydrating Hollywood: Why One Water Dominates the Red Carpet
The Fiji Water Girl may have set the world on fire at last week's Golden Globes, but the truth is the bottled water brand is no stranger to the red carpet. In fact, after going viral less than a week ago, Fiji Water was again back at it as a sponsor of last night's Critics' Choice Awards.
While the brand has sought to be more sporty with partnerships in recent months, the LA-based brand's bread and butter is the red carpet, serving up sponsorships at such institutions as American Film Institute, Golden Globes, InStyle Awards, Critics Choice Awards, Primetime Emmy Awards, SAG Awards, Tony Awards and Grammy's; among others.
"We look for brand ambassadors who have style, confidence, and professionalism to represent [Fiji Water] with A-list celebrities," Clarence Chia, VP of marketing and e-commerce at Fiji Water told PRWeek. “When we’re on the red carpet, our goal is to hydrate celebrities with ‘Earth’s Finest Water’ and garner as much exposure as possible," Chia told The Drum.
The thirst was real for the ‘Fiji water girl’ who photobombed almost everyone on the #GoldenGlobes red carpet pic.twitter.com/HlacfqAYR9
— NowThis (@nowthisnews) January 7, 2019
The sponsorship activation ended up earning the water brand the equivalent of $12 million worth of advertising according to marketing analytics firm Apex Marketing Group, though not everyone was a fan...
So, I specifically moved away from the blatant Fiji & Moet promotions. I knew there was a photographer poised & I moved as I didn’t want to be doing advertising for either. The sponsors of events need to get permission from people before they try 2 take their picture with them. pic.twitter.com/MudU1bwwtM
— Jamie Lee Curtis (@jamieleecurtis) January 9, 2019
Despite the criticism, Fiji Water is in full capitalization mode. For a small price ($50) you can even now play the part of serving Hollywood's A List with Fiji Water Awards Show Pack!
