FIJI Water is emphasizing the bottled water’s purity and naturalistic elements with its first campaign in five years. The work, developed in-house through The Wonderful Agency, features music composed by 11-time Academy Award nominated artist Hans Zimmer and the computer-generated designs of Taylor James.
Zimmer has created four 15-second scores to highlight each installment—Cloud, Rain, Rock and Aquifer—to illustrate the process behind each bottle of water and highlight its connection to the Fijian islands. “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,” Zimmer said in a statement. “That is the story I wanted to tell. 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.”
Zimmer’s music is accompanied by hyperrealistic images that showcase this pristine Fijian environment. “Unfortunately, no music existed that truly captured the feeling of the clouds coming together, the rain cascading down and collecting in the sustainable ancient artesian aquifer,” Clarence Chia, svp of marketing, FIJI Water told Adweek. “We knew right away that something unique needed to be crafted to accurately convey what we were hoping to achieve, and that Hans Zimmer was the master of sound we needed.”
The campaign runs across YouTube, Facebook, Instagram, linear cable, OTT/CTV, including CW, Hulu, Pluto and Tubi, as well as through a targeted consumer print and digital campaign. “This media mix is designed to reach those consumers across platforms where they already are spending their time, whether it be on social media or while they are streaming their favorite shows,” Chia said.
Unveiled in the campaign is the new FIJI Water packaging. The signature hibiscus flower is enlarged for an eye-catching pop of color and its best-selling 500 ml bottle will be made from 100% recycled PET (rPET) plastic beginning in 2022. This 100% rPET bottle will replace the existing 500 ml bottle throughout the U.S.
“The FIJI Water difference is the untouched nature of the water from a deep sustainable artesian aquifer. In highlighting the source and journey of FIJI Water, we are showing, not telling, the story of FIJI Water,” Chia added.