FIJI - New Look for Iconic Bottle

FIJI Water announced that its iconic square bottle will have a new look starting this month. Updated graphics, along with compelling usage of the bottle's back panel, will refresh the look of the bottle while more effectively communicating the water's unique properties. The enhancements to the bottle will emphasize FIJI Water's unique artesian source, located at the edge of a rainforest in the remote Fiji Islands. A new, sophisticated printing process gives the graphics a fresh contemporary appearance and a photo-realistic finish.

"If you could drink water from any place in the world, you would want that place to be Fiji," said FIJI Water Vice President of Marketing and Business Development Thomas Mooney. "It is the water's remote, protected, natural source that produces FIJI Water's one-of-a-kind purity, taste and wellness benefits. We use a sealed delivery system to protect FIJI Water's purity from the moment the water is drawn from its artesian aquifer deep below the earth's surface until you unscrew the cap." According to the Environmental Protection Agency, water from artesian aquifers is purer because the confining layers of rock and clay protect the water from contamination.

All labels on the bottle have been updated.  Key changes include:

1) The addition of the phrase "From the islands of" above the FIJI name on the front of the bottle to immediately communicate that the water is bottled at its source in the Fiji Islands, thousands of miles from industrial pollutants.

2) Since FIJI Water is not a surface water, but comes from an artesian aquifer deep within the ground, the waterfall has been replaced with a lush palm frond design. The tropical motif continues with a single large fuchsia hibiscus photograph.

3) Four different back panels for the bottles will allow consumers to learn more about FIJI Water's unique origins, explaining how the water is naturally formed and how it is naturally good for the body. Each panel describes a distinct attribute of the water. The back labels are titled: "What ecosystem is your water from?"; "Untouched by man. Until you drink it."; "What is artesian water?" and "Bottled in Fiji.Shipped to you."

The company will also begin using a new tagline, "the nature of water," emphasizing the water's pure natural origins.

FIJI Water filters through volcanic rock over hundreds of years, giving the water an abundant concentration of the essential mineral silica which contributes to FIJI Water's soft mouth feel and great taste and which is believed to reduce the risk of developing Alzheimer's Disease in elderly women.(1) Silica may also contribute to stronger bones and healthier connective tissue, hair and nails.

Introduced in 1996, FIJI Water was originally available exclusively through select hotels, resorts and restaurants, becoming the water of choice for celebrated chefs such as Nobu Matsuhisa, Charlie Trotter, Jean-Georges Vongerichten, Todd English and many others. Today, FIJI Water is widely available at retail through specialty stores, grocery and convenience outlets in the United States and select international markets, including Australia, Canada, Mexico, the United Kingdom and many Caribbean islands.

FIJI Water is currently expanding its line of signature serving sleeves that are used by restaurants and hotels for elegantly presenting FIJI Water bottles on tables. The classic "silver slipper" is being joined by a gold-hued bamboo pattern, with other designs to follow.

Packaging updates include new shrink wrap for its multi-packs of six bottles that prominently features the FIJI Water logo to increase visibility on store shelves, and a more eco-friendly shipper box used for shipping full cases of FIJI Water to retail locations and for home delivery. FIJI Water will also be updating its point of sale materials such as in-store display racks, shelf strips to identify FIJI Water in the water aisle and cafe umbrellas used at restaurants, hotels and resorts.

Bottles featuring the new graphics will be available in retail stores, restaurants and hotels offering FIJI Water in the United States starting this month and will be rolling out in international markets through the first half of 2006.