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‘The Taste of Paradise’: Selling Fiji and FIJI Water
Author(s) -
Connell John
Publication year - 2006
Publication title -
asia pacific viewpoint
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.571
H-Index - 38
eISSN - 1467-8373
pISSN - 1360-7456
DOI - 10.1111/j.1467-8373.2006.00310.x
Subject(s) - taste , optimal distinctiveness theory , context (archaeology) , product (mathematics) , marketing , paradise , bottled water , business , elite , advertising , tourism , commodity , political science , geography , politics , engineering , history , food science , psychology , chemistry , geometry , mathematics , archaeology , environmental engineering , law , psychotherapist , art history , finance
Abstract: Effective global competitiveness is rare in the Pacific islands, yet FIJI Water has been a major success story since 1997, exporting bottled water to the USA and elsewhere. A bland commodity has been linked to an ‘exotic’ place, and sold to elite consumers, as a form of cultural capital. The company website and newspaper extol the virtues of a ‘pristine’ product, produced in a natural context, in an environmentally sensitive manner. Marketing these themes and product placement have enabled success in a highly competitive market. Place has been used as a means of marketing perceived taste, distinctiveness and quality.