Case Study FII Water-The Taste of Paradise Product Promotion Brand name: FIJI Natural It's a brand experience! Artesian Water Name, packaging, label Product source: comes celebrity endorsers and from an underground places through which it is location in Fiji islands. sold contributes to "Taste Key benefits: ultra-clean of paradise” Imagery taste, no impurities or Ads evoke exotic origins pollutants tropical forest, volcanoes Brand image: "The Taste High price charged of paradise” supports premium appeal O Copy rights reserved, Zou Deqiang4 4 © Copy rights reserved, Zou Deqiang Product • Brand name: FIJI Natural Artesian Water. • Product source: comes from an underground location in Fiji islands. • Key benefits: ultra-clean taste, no impurities or pollutants. • Brand image: “The Taste of Paradise” FIJI Water FIJI Water – “The Taste of Paradise The Taste of Paradise” Case Study Case Study Promotion • It’s a brand experience! • Name, packaging, label, celebrity endorsers and places through which it is sold contributes to “Taste of Paradise” imagery. • Ads evoke exotic origins: tropical forest, volcanoes. • High price charged supports premium appeal