{"id":459,"date":"2019-01-15T18:06:31","date_gmt":"2019-01-15T18:06:31","guid":{"rendered":"http:\/\/info.maccabee.com\/blog\/blog\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photobombing\/"},"modified":"2024-12-18T16:02:12","modified_gmt":"2024-12-18T16:02:12","slug":"11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing","status":"publish","type":"post","link":"https:\/\/info.maccabee.com\/blog\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\/","title":{"rendered":"11 LESSONS MARKETERS CAN LEARN FROM FIJI WATER\u2019S GOLDEN GLOBES PHOTOBOMBING"},"content":{"rendered":"<p>Who was the most photographed and talked about person at the 2019 Golden Globe Awards? Canadian model Kelleth Cuthbert, who was hired by Fiji Water to photobomb celebrities such as Heidi Klum, Idris Elba and Nicole Kidman on the Globes\u2019 Red Carpet by smiling coyly at the camera while holding a tray of Fiji water bottles alongside the superstars.<\/p>\n<p><a id=\"ggELCxzQQBtLd9kqcORdKQ\" class=\"gie-single\" style=\"color: #a7a7a7; text-decoration: none; font-weight: normal !important; border: none; display: inline-block;\" href=\"http:\/\/www.gettyimages.com\/detail\/1078338386\" target=\"_blank\" rel=\"noopener noreferrer\">Embed from Getty Images<\/a><br \/>\n<script>\/\/ <![CDATA[ window.gie=window.gie||function(c){(gie.q=gie.q||[]).push(c)};gie(function(){gie.widgets.load({id:'ggELCxzQQBtLd9kqcORdKQ',sig:'_LCg6iUb4VsCvuGr7a4zuBUwT6Yi0rl8HLQH13S5zAU=',w:'594px',h:'395px',items:'1078338386',caption: true ,tld:'com',is360: false })}); \/\/ ]]><\/script><br \/>\n<script src=\"\/\/embed-cdn.gettyimages.com\/widgets.js\" charset=\"utf-8\" async=\"\"><\/script><\/p>\n<p>What\u2019s more, the second most popular hashtag of the event, after #GoldenGlobes, was #Fijiwatergirl \u2013 a tag used more than 7,000 times within hours of the opening of the broadcast. The Fiji Water Girl photobombing stunt, according to BrandWatch, generated a staggering 98.9 million impressions on Twitter alone \u2013 resulting in what Apex estimated was $12 million in ad value from the online and media conversations. \u201cFrom a branding and marketing perspective, the Fiji Water Girl Photobombing Stunt was a combination of product placement and social media brilliance,\u201d concludes Stacey Hintermeister, Group Director at the Minneapolis agency CBX. \u201cBrands across the globe dream of the kind of content that the Golden Globes\u2019 night created for Fiji; it was funny, well-played and iconic.\u201d<\/p>\n<p><img decoding=\"async\" style=\"width: 800px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/2-17.png\" alt=\"2-17\" width=\"800\" \/><\/p>\n<p>With the insane levels of engagement, buzz and transformation of the brand into a social media phenomenon, here are 11 lessons that marketers can take from Fiji Water\u2019s Golden Globes success:<\/p>\n<p><strong>1 &#8211; Brands Must Seize the Organic Moment Via Social <\/strong><\/p>\n<p>Although it\u2019s unclear how much of the Fiji Water Girl stunt was planned in advance (it appears that the photographer hired by Fiji improvised when that evening proved too cold for celebrities to be photographed <u>drinking<\/u> the Fiji Water), it\u2019s just as clear that a willingness by Fiji Water to go with the flow and take risks with circumstances on the Red Carpet played a big part in the stunt going viral. \u201cWe\u2019re so glad everyone is talking about our water!,\u201d tweeted Fiji Water about their model, seemingly a bit surprised by their own success, \u201c(senses ominous presence) She\u2019s right behind us isn\u2019t she?\u201d Within days, Fiji Water was tweeting out movie scenes from \u201cRocky\u201d to \u201cStar Wars,\u201d in which their Fiji Girl appeared to hover behind actors Sylvester Stallone and Mark Hamill. Intriguingly, where other brands would be offering their spokespeople for interviews, Fiji Water\u2019s PR staff let the stunt speak for itself. \u201cFiji Water has not yet responded to <em>Adweek\u2019s<\/em> request for comment about its viral water tray holder,\u201d the trade magazine reported. \u201cThe Wonderful Company (Fiji\u2019s owner) couldn\u2019t immediately be reached for comment,\u201d reported <em>USA Today<\/em>. Corporate-speak never intruded and official spokespeople were absent \u2013 which made Fiji\u2019s entire campaign feel more organic and authentic.<\/p>\n<p><a href=\"https:\/\/twitter.com\/enews\/status\/1082179879699968000\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 600px; display: block; margin: 0px auto;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/Screen-Shot-2019-01-14-at-11.30.08-AM.png\" alt=\"E! News Twitter Post\" width=\"600\" \/><\/a><\/p>\n<p><strong>2 &#8211; Surprise! Publicity Stunts Still Work In The Digital Age <\/strong><\/p>\n<p>\u201cEvery bottled water company wants to brand their water as unique and special, because the truth is no bottled water is unique or special,\u201d writes Peter Gleick, author of \u201cThe World\u2019s Water, Bottled and Sold: The Story Behind Our Obsession With Bottled Water.\u201d As an agency that\u2019s performed our share of branded publicity stunts (from carving then-Gov. Jesse Ventura out of 5,000 pounds of Kemps ice cream\u00a0to unveiling the World\u2019s Largest Rubberband Ball for OfficeMax), it\u2019s clear that an old-school publicity stunt like hiring a woman to stand behind a celebrity was a bold way to make the Fiji Water brand stand out in the $18.5 billion bottled water category. But the stunt was just the diving board for Fiji, a platform that enabled consumers to interact with Fiji Water\u2019s playful, snarky content through social media.<\/p>\n<p><strong>3 &#8211; Jamie Lee Curtis Won\u2019t Be Drinking Fiji Water \u00a0<\/strong><\/p>\n<p>Not everyone in Hollywood was enamored of the Fiji Water Girl brand activation. Actress Jamie Lee Curtis, captured on camera with the Fiji Girl in the frame, angrily commented that she \u201cmoved away from the blatant promotions by Fiji and Moet, where young women with their trays filled with their wares stood near a designated camera. I knew why there was a photographer positioned there and I moved away as I said out loud that I didn\u2019t want to be doing advertising for either.\u201d Would the public empathize with celebrities who felt their presence was an implied endorsement of the brand, and perhaps blow back against Fiji Water? Not according to CBX agency\u2019s Hintermeister: \u201cJamie Lee Curtis\u2019 reference to the stunt as a product endorsement by celebrities is a misconception, at best. The photos in no way imply that any of the subjects in the photo are endorsing the products; instead, it was a case of \u2018right place, right time\u2019 by the Fiji water girl.\u201d<\/p>\n<p><a href=\"https:\/\/www.instagram.com\/p\/BsZR1W3HTI4\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 965px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/Jamie-Lee-Curtis-FIji-Girl-01.jpg\" alt=\"Jamie Lee Curtis FIji Girl-01\" width=\"965\" \/><\/a><\/p>\n<p>Matt Kelly, co-founding partner at the Twin Cities experiential marketing agency Street Factory, adds: \u201cCurtis absolutely has the right to protect herself from misleading endorsements, but this is the Golden Globes \u2013 a highly commercialized space. Jamie Lee Curtis\u2019 response seems to have amplified the awareness of Fiji Water\u2019s stunt, so that may have backfired on her a bit.\u00a0We were just at CES executing a campaign for one of our clients. Kanye West and his entourage came over, and Kanye sat on some furniture that had our client\u2019s branding on it. A social play presented itself right there, but we chose not to use it because it was disingenuous. Kanye was looking for a place to chill &#8211; he was not making a product endorsement, and being disingenuous is not what our client is about. Lost opportunity or near miss angering a vocal celebrity?\u201d<\/p>\n<p><img decoding=\"async\" style=\"width: 800px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/1-14.png\" alt=\"1-14\" width=\"800\" \/><\/p>\n<p><strong>4 &#8211; Expect New Rules At Celebrity-Packed Events<\/strong><\/p>\n<p>Fiji Water has been an official sponsor of the Golden Globes since 2015, so they didn\u2019t exactly \u201ccrash\u201d the event. \u00a0But you can expect that the attorneys representing the Globes \u2013 and the Oscars, Emmys, Tony\u2019s, Grammy\u2019s and Maccabees (we made the last one up) \u2013 are already instituting strict new guidelines for how celebrity participants can be leveraged by event sponsors and what brands can and cannot do during the broadcasts. \u201cThe sponsors of events need to get permission from people when they get them to take their picture next to products,\u201d argued actress Curtis, laying out what is likely to become known in Hollywood as The Curtis Rule in future award event contracts.<\/p>\n<p><strong>5\u00a0<\/strong><strong>&#8211; From Red Carpet to Retail<\/strong><\/p>\n<p>Less than a week after the 2019 Golden Globes, John Legend was photographed leaving a supermarket in Beverly Hills, a cardboard cutout of the Fiji Water Girl visible behind him in the shot. In a perfect marketing world, every C-store and supermarket in America would have a Fiji girl end-cap, floor decal or point-of-purchase stand-up to help consumers make the connection between the Fiji Girl Golden Globes meme and the Fiji bottles for sale in their local grocery store. \u201cThe stunt did drive conversation, i.e., TV\/internet\/social, so it performed on brand awareness,\u201d grants Kelly of Street Factory Media. \u201cThe million-dollar question is; did this translate into incremental sales? Unless Fiji Water has tools and controls in place to measure an uptick in sales they are able to directly attribute to the stunt &#8211; nobody knows. The easier to measure value would be found in the PR and social chatter, which I imagine is exactly what they were going for.\u201d<\/p>\n<p><a href=\"https:\/\/www.instagram.com\/p\/BsgF9mIHBDW\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 503px; display: block; margin: 0px auto;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/Screen-Shot-2019-01-14-at-4.42.10-PM.png\" alt=\"John Legend Fiji Water Girl\" width=\"503\" \/><\/a><\/p>\n<p><strong>6\u00a0&#8211; Your Package Design Just Became Mission Critical\u00a0\u00a0<\/strong><\/p>\n<p>As many food and beverage purchases move out of brick-and-mortar supermarkets into subscription delivery (such as Blue Plate and Hello Fresh) and online (i.e., AmazonFresh), did anyone predict that your product\u2019s packaging would remain so critical? Yet, the success or failure of Fiji\u2019s photobombing campaign will rise or fall at point-of-sale when the hands of thirsty consumers reach either for a container of Evian, Dasani, Aquafina . . . or the iconic square bottles of Fiji Water. Each of the socially-shared images of Fiji Girl\u2019s tray hammered home the visuals of the product\u2019s external packaging, which given that Fiji\u2019s actual product (water) is colorless, odorless and to all extent invisible,\u00a0is of vital importance.<\/p>\n<p><strong>7\u00a0&#8211; Brand Marketers Can\u2019t Control The Fans \u2013 And That\u2019s A Good Thing<a href=\"https:\/\/twitter.com\/sean3377\/status\/1082159375161192449\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 242px; float: right; margin: 0px 10px 10px 0px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/Screen-Shot-2019-01-14-at-11.25.32-AM.png\" alt=\"Sean MacDonnchadha Tweet\" width=\"242\" \/><\/a><\/strong><\/p>\n<p>The liveliest tweets generated by the Fiji Water Girl\u2019s campaign were from anonymous fans; the brand stayed out of their customers\u2019 way. My favorite comment about this year\u2019s Golden Globes: \u201cIt\u2019s a shame they had some awards ceremony interrupting the Fiji Water Girl show!\u201d<\/p>\n<p><strong>8\u00a0&#8211; Talent Really Matters with Event Marketing Stunts <\/strong><\/p>\n<p>Whether your brand team is hiring guerrilla street samplers, actors, mimes, musical talent or street magicians to make your product mysteriously appear in consumers\u2019 hands, the success of Fiji Water\u2019s campaign proves that choosing the right talent for experiential or event marketing is critical. When we sent America\u2019s #1 Groucho Marx impersonator across the country to promote Malt-O-Meal Cereal, the campaign\u2019s success hinged upon the wit of the\u00a0talent recreating the\u00a0comedian. Our actor was so successful, at least one radio host clearly believed that he was not interviewing a Groucho Marx impersonator, but in fact the real Groucho Marx \u2013 who had died decades before. Note: Fiji Water had hired four female models dressed in nearly identical blue gowns to display the product. Only one \u2013 Kelleth Cuthbert \u2013 had the poses and self-proclaimed \u201csultry look\u201d that broke the internet. \u201cThere\u2019s tons of photographers everywhere,\u201d marveled Cuthbert to <em>People<\/em> magazine after the Globes. \u201cIt doesn\u2019t matter where you stand, you\u2019re in the crossfire of every shot. You gotta have good face, at least, if you\u2019re gonna be hovering in the background frequently.\u201d<\/p>\n<p><strong>9\u00a0&#8211; Fiji Water Model Kelleth Cuthbert\u2019s Price Just Went Up<\/strong><\/p>\n<p>Trust us on this one. She\u2019s coming soon to a movie theatre near you. Without a water bottle.<\/p>\n<p><strong>10 &#8211; Recognizing The Challenges of Engaging With The Public<\/strong><\/p>\n<p>In the wake of Fiji Girl, a <em>Huffington Post<\/em> columnist (below) hammered Fiji Water, which is shipped from the South Pacific Ocean island of Fiji, for being eco-unfriendly and energy-wasteful given its large carbon footprint. Social commentators brought up the World Health Organization\u2019s finding that 90% of bottled water brands contain microplastic contamination. And environmentalists on Twitter noted that half of Fijians live without access to clean water \u2013 highlighting claims that \u201cAmericans, who live an entire ocean and several continents away from Fiji, can access Fijian water more easily than the Fijian people.\u201d When a brand hurls itself into the public square, it must be ready to engage with criticism of its record of environmental, employment, diversity, marketing and other practices. That\u2019s why PR agencies were invented.<\/p>\n<p><a href=\"https:\/\/www.huffingtonpost.com\/entry\/fiji-water-girl-evils-of-bottled-water_us_5c36bbf9e4b045f67688bb82\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 2376px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/Screen-Shot-2019-01-15-at-11.10.36-AM.png\" alt=\"Huffington Post article - Fiji Water \" width=\"2376\" \/><\/a><\/p>\n<p><strong>11\u00a0&#8211; Replicating The Fiji Water Girl\u2019s Success<\/strong><\/p>\n<p>Finally, if there\u2019s one thing Hollywood understands, it\u2019s that every successful movie inspires an inevitable series of knockoffs \u2013 Clint Eastwood\u2019s sublime \u201cUnforgiven\u201d spawned a dozen bad cowboy movies. With the 2019 Academy Awards (the Oscars) airing on February 24, don\u2019t be surprised to see Doritos, Oreos, Domino\u2019s Pizza or other consumer brands frantically trying to create their own version of the Fiji Water Girl\u2019s photobombing stunt. Look out, Oscar!<\/p>\n<p>So, before your Chief Marketing Officer runs into your office and begs you to concoct a Fiji Water Girl-style stunt to promote your company\u2019s product, keep these lessons in mind and learn from what Fiji Water did right (and wrong).<\/p>\n<p><script>\/\/ <![CDATA[ window.gie=window.gie||function(c){(gie.q=gie.q||[]).push(c)};gie(function(){gie.widgets.load({id:'NKdAqL1mQSZ2uGXW98CnRw',sig:'s6oTeCNay_79k4ZK3FNj1w-s6hWROE89Bu-ukyBTYbs=',w:'395px',h:'594px',items:'1078336218,1078336126,1078336178,1078358410,1078335428',caption: true ,tld:'com',is360: false })}); \/\/ ]]><\/script><br \/>\n<script src=\"\/\/embed-cdn.gettyimages.com\/widgets.js\" charset=\"utf-8\" async=\"\"><\/script><\/p>\n<p class=\"aligncenter\">\n","protected":false},"excerpt":{"rendered":"<p>Who was the most photographed and talked about person at the 2019 Golden Globe Awards? Canadian model Kelleth Cuthbert, who was hired by Fiji Water to photobomb celebrities such as Heidi Klum, Idris Elba and Nicole Kidman on the Globes\u2019 Red Carpet by smiling coyly at the camera while holding a tray of Fiji water&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-459","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>11 LESSONS MARKETERS CAN LEARN FROM FIJI WATER\u2019S GOLDEN GLOBES PHOTOBOMBING - Maccabee Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/info.maccabee.com\/blog\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"11 LESSONS MARKETERS CAN LEARN FROM FIJI WATER\u2019S GOLDEN GLOBES PHOTOBOMBING - Maccabee Blog\" \/>\n<meta property=\"og:description\" content=\"Who was the most photographed and talked about person at the 2019 Golden Globe Awards? Canadian model Kelleth Cuthbert, who was hired by Fiji Water to photobomb celebrities such as Heidi Klum, Idris Elba and Nicole Kidman on the Globes\u2019 Red Carpet by smiling coyly at the camera while holding a tray of Fiji water&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/info.maccabee.com\/blog\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\/\" \/>\n<meta property=\"og:site_name\" content=\"Maccabee Blog\" \/>\n<meta property=\"article:published_time\" content=\"2019-01-15T18:06:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-18T16:02:12+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/2-17.png\" \/>\n<meta name=\"author\" content=\"Paul Maccabee\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paul Maccabee\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\\\/\"},\"author\":{\"name\":\"Paul Maccabee\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/#\\\/schema\\\/person\\\/6af1dbf6c4801f2ae994e00884882975\"},\"headline\":\"11 LESSONS MARKETERS CAN LEARN FROM FIJI WATER\u2019S GOLDEN GLOBES PHOTOBOMBING\",\"datePublished\":\"2019-01-15T18:06:31+00:00\",\"dateModified\":\"2024-12-18T16:02:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\\\/\"},\"wordCount\":1879,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/info.maccabee.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/02\\\/2-17.png\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\\\/\",\"url\":\"https:\\\/\\\/info.maccabee.com\\\/blog\\\/11-lessons-marketers-can-learn-from-fiji-waters-golden-globes-photo-bombing\\\/\",\"name\":\"11 LESSONS MARKETERS CAN LEARN FROM FIJI WATER\u2019S GOLDEN GLOBES PHOTOBOMBING - 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