This case is about arguably the most successful product that ever originated in the Fiji Islands; it is about skilful marketing of the FIJI brand and the huge environmental and corporate social responsibility (CSR) challenges the marketing of this brand faces. The case sets out by describing the establishment and subsequent operation of Natural Waters of Viti Limited, the first company in Fiji extracting, bottling and marketing, both domestically and internationally, artesian water coming from a virgin ecosystem found on Fiji’s main island of Viti Levu in the remote South Pacific. It then reviews the growth and market expansion of this highly successful company with the brand name “FIJI Natural Artesian Water” (referred to as FIJI Water). The company has grown rapidly over the past decade and a half, and now exports bottled water into many countries in the world from its production plant located at Yaqara in Ra, Fiji Islands. In 2008, FIJI Water was the leading imported bottled water brand in the United States. In the context of the great marketing success of FIJI Water, particularly in the U.S. market, the case focuses on how the company has responded to a number of CSR issues, including measuring and reducing its carbon footprint, responsibilities to key stakeholders, and concerns of the Fiji government with regard to taxation and transfer pricing issues.

After you have read the case study, answer the following questions:

1. What is ethical and socially responsible marketing and why should marketers be concerned about CSR and sustainability?
2. What factors contributed to the marketing success of FIJI Water?
3. What does it mean for FIJI Water to go carbon negative? How does one measure and report carbon footprints of products? Is the carbon footprint of FIJI Water big compared to other products?
4. What is greenwashing and how can it be identified? Do you think FIJI Water is engaged in greenwashing? What could the company do to gain environmental credibility?