What’s better than a marketing campaign that spreads the word about a company? A marketing campaign publicized “accidentally” by paparazzi and other media outlets for FREE. FIJI Water made a splash, no pun intended, at the 2019 Golden Globes.
Kelleth Cuthbert, a model and ambassador for FIJI Water was photographed posing in the background of hundreds of photos taken at the 2019 Golden Globes. Her strategic positioning in the background of celebrities and nominees images caused a global conversation about the “Fiji Water Girl”.
Fans and viewers of the Golden Globes took to social media to discuss the Fiji Water Girl, which only helped to start a conversation about the company. From here news outlets, late night talk shows, and celebrities began sharing their thoughts and opinions about FIJI’s brilliant marketing scheme; while only giving the company more free publicity.
Cuthbert gave a relatable and lively personality to a regular and boring bottled water company. I commend the company for grasping this opportunity and using it to their advantage. Whether it was a planned marketing stunt or just coincidental, the viral joke of the Fiji Water Girl made an impression on millions.