June 10, 2008

Are they fooling themselves or just consumers?

This ad for Fiji water is so bad, it actually looks embarrassed to be part of this green-washing campaign.

Rob Walker of Murketing.com did a nice job of covering Fiji’s repositioning in this article in The New York Times Magazine.

Unfortunately, the tactic of trying to make bottled water seem green isn’t new.


  1. Anonymous1:02 PM

    Dude, I don't mean to be a prick, but it's Fiji water...Not Fuji water. If it were Fuji water, it would probably include crazily-smiling, vaguely-erotic cartoon/anime images...

  2. Anonymous9:42 AM

    Ha, thanks for pointing out the typo. I'm correcting it now.