Fiji Water: Non-Fat and Zero Calories!

| Wed Aug. 19, 2009 11:44 AM EDT

In this issue's expose of Fiji Water, Spin the Bottle, we write about the company's image as the water of choice for celebrities. Now, with New York Fashion Week approaching, it's another opportunity for the water to brand itself as an upscale product. The company is sponsoring a contest for one water fan to win backstage tickets to one designer show at New York Fashion Week.

There are two issues I have with this. Firstly, why only one show? There are dozens of shows at the New York fashion week, it would be better if they could at least let their winner go to more than one. Secondly, the blinged-out logo here is kind of ugly, and I don't get the connection between diamonds and fashion. Maybe because both couture and diamonds cost money? Like ...Fiji Water? As we pointed out in the article, Fiji does often cost up to three times as much as competitors, so yeah, maybe the diamonds do make sense after all.