Thanks to a Camera Savvy Model, Fiji Water Became the Brand Star of the Golden Globes

#FijiWaterGirl gained tens of millions of social media impressions

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

A star was born at the Golden Globes—but it wasn’t Lady Gaga. Instead, it was Kelleth Cuthbert, a model who spent the Golden Globes red carpet portion of the evening holding a tray of Fiji Water bottles.

Given Cuthbert’s prime position on the carpet, just behind the parade of stars posing for photos, she was able to appear in the background of said photos. But it wasn’t just her carpet placement that led to Cuthbert becoming the unexpected star of the show: She also appeared to be posing for photos herself, staring directly into the camera while situated behind stars like Richard Madden and Jamie Lee Curtis.

After

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in