• Fiji;
  • marketing;
  • niche;
  • place;
  • water

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.