Gen-Z Opps: Fiji Water launches first campaign in 5 years

For the first time in half a decade, Fiji Water has debuted a new campaign. Developed in-house by The Wonderful Agency, this campaign features Hans Zimmer's music and Taylor James's computer-generated designs. Four spots promote Fiji's purity, natural elements and connection to the Fijian islands. The campaign rolled out across YouTube, Facebook, Instagram, linear cable, OTT/CTV including CW, Hulu, Pluto and Tubi. It also includes a targeted consumer print and digital campaign.

So far this year, iSpot reports Fiji has spent approximately $2.3m on national TV commercials, less than a third of the approximately $7.9m it spent within the same 2020 timeframe. The water bottle company ended up spending approximately $9.6m on this channel last year, down 16% from the approximately $11.4m it spent in 2019. Fiji's commercials of 2021 have targeted Gen-Z and millennials (male skew) viewing shows such as Diners, Drive-Ins and Dives, Bob's Burgers, Rick and Morty, Chicago P.D. and Guy's Grocery Games.

According to Pathmatics, the company has allocated roughly $188.8k toward digital ads YTD, less than half of the roughly $545.4k it had allocated by this point last year. Fiji's estimated full-year 2020 spend reached $922.8k, down 29% from that of $1.3m in 2019. Since the beginning of 2021, it has earned around 23.5m digital impressions via Facebook (54%), desktop display (29%), Instagram (15%) and mobile display (1%) ads.

Of course, spend should pick back up to promote this new campaign. Right now, Fiji is largely targeting Gen-Z. Remember, this new campaign includes YouTube, Facebook, Instagram, print, linear cable and OTT/CTV (CW, Hulu, Pluto and Tubi).

Agency & martech readers - Nothing currently leads me to believe this company will seek new agency partners anytime soon; prospect elsewhere for now.