To me: They're both water. They have cool packaging. You can get them at airports for outrageous prices. But they're still both water.
To Smartwater: We (Smartwater) make art out of water. We "one up" nature by adding electrolytes to vapor distilled water.
To Fiji: Our water is "untouched by man". It's the only water that comes from an artesian source sold in America.
So this is how they get us to buy their water. Both companies claim to have a unique quality about their water. They have a back story. And they both use said story to entice us and make us believe that their water is special. Their water is the best. Their water tastes great. Their water is good for you.
Truth is, either water is going to hydrate you. But their marketing endeavors are what make us buy, or not buy, their water. Personally, I think both have good marketing strategies, though different.
Every time I go to an airport, I buy Fiji water. They only sell a select few brands of water at airports. And LOTS of people go through airports every day. Plus, I like the packaging. It's amazing what a square bottle can do for sales. It's different. There probably isn't much purpose in the shape other than brand recognition. The square bottle makes the brand stand out and is recognizable by the millions of thirsty people passing through the airport. Also, Fiji water has a big green initiative. It totally goes with the "untouched by man" motto.
Smartwater is current. They have Jennifer Aniston shooting funny, sometimes satirical commercials for them and are flooding YouTube and social media with them. And it must be working. My sister, who is in her mid-twenties, ALWAYS has a huge bottle of Smartwater. I don't think she really believes the water itself is any better or "smarter" than another water. I think she just sees it everywhere and once again, likes the packaging, so she buys it. And Jennifer Aniston is the perfect spokesperson. My sister was part of the Friends era. It's an excellent marketing tool - find the biggest TV star from your target market's era and make her your spokesperson.
Both Smartwater and Fiji, have excellent brand awareness and marketing tools. But currently, I think Smartwater has the upper hand. They cater to the younger generation with social media and current spokespeople. The younger generation are the ones giving in to marketing and watching commercials and buying the stuff the celebrities buy. It's genius.
