FIJI made the Advertisement, and the picture shows that they are selling an environment-friendly water bottle. The Advertisement shows a water bottle, the company’s logo, and a sentence about what can help when purchasing their product. The background shows a dark-colored blue with a water droplet that depicts selling a water bottle. In the foreground, at the right, it shows the product with the company’s name on it with a picture of the nature behind it; in the bottom middle, there is a sentence that says, “Your FIJI Water purchase helps reduce carbon emissions and protect Fijian rainforest.” It conveys that purchasing their products is environmentally friendly. The quality of the advert is clear, and it shows how simple the design of their Advertisement is. The striking visual element for this advert is the background color, water bottle picture, and slogan.
The message they convey in this Advertisement is that the product they are selling improves the environment by reducing carbon emissions and protecting the rainforest, even though it is not valid. There is no way to prove that purchasing this product reduces carbon emissions; most likely, they are not. Plastic bottles add more carbon emissions into the atmosphere. They are trying to convey the message through the pictorial element by showing a picture of nature, saying every drop is green, and explaining how it improves the environment.
The image they are advertising to the target people will not convince them because it does not have all the information; the advert only says it helps reduce carbon emissions. They do not cover all of the negative consequences of bottled water production, from pollution caused by emissions, the waste of resources, and pollution caused by the end of a product’s life cycle. They aim to persuade consumers to disregard these difficulties by portraying them as environmentally friendly. Just because they are saying green in the advert, it does not mean that it is an environmentally friendly product; they claim “Every Drop is Green.” What exactly does that imply? The term “green” as applied to the environment has no precise definition. It is a trendy term for ecologically beneficial activities, yet anyone can use it without restriction. The image does not affect me that much because I do not particularly appreciate buying plastic bottles; it adds trash. I like bringing my stainless steel tumbler with me. I clean it and reuse it again.
I have seen this brand in some supermarkets, and they are a known company. The Fiji Water Company has a negative critique about their greenwashing Advertisement. There was even a lawsuit about the company; they were sued for alleged misleading environmental claims. A consumer recently filed a class action complaint against Fiji Water Company LLC, alleging that Fiji made misleading and fraudulent statements regarding their bottled water’s environmental benefits. Fiji says that its bottled water is “carbon negative” and that it is the “first and only large bottled water firm to make this pledge,” under which it will continue to offset 120 percent of its emissions.
Furthermore, the other lawsuit, The Fiji Water Company, has been named in a class-action lawsuit filed in the United States District Court in Santa Ana, California. Alleging that the company profited from greenwashing claims that its water products are carbon negative, meaning that the water’s production, packaging, and shipment removes more carbon pollution from the atmosphere than it releases. The action was filed on behalf of Desiree Worthington and other similarly situated individuals by the Newport Trial Group of Newport Beach, Calif., to seek restitution for “the false claims from which Fiji Water Company has richly profited.”
Fiji Water still promotes its green efforts on its website, although the “carbon negative” strategy it promotes will not be realized until 2037. As a result, the corporation decided to deactivate a section of its website dedicated to tracking its carbon reduction progress.
References
“Fiji Water-Greenwashing”. Communicating Health, Science And The Environment, 2022, https://uccomm2004.wordpress.com/2016/04/11/fiji-water-greenwashing/?fbclid=IwAR3-cUbjdqdWi8SzT5N5_pwGJyWUVWryilIoNpUB65UE5qDLqIpOW9CQREw.
“Winston & Strawn LLP: Fiji Water Sued For Alleged Misleading Environmental Claims”. Winston.Com, 2022, https://www.winston.com/images/content/7/0/708.html?fbclid=IwAR25fDCJe-N-jxE5ZfyBQuQJ30INhiC2Gn4pBZUZ_qQvyVQAdFpCyH_NOUY.
“Fiji Water Targeted In ‘Greenwashing’ Class Action Suit”. Environment + Energy Leader, 2022, https://www.environmentalleader.com/2010/12/fiji-water-targeted-in-greenwashing-class-action-suit/?fbclid=IwAR0Lc3kQDFtZvJHHgDmRr8Q9OuVksjDLS6zKac2sjkZJAdFpOzAfu8lkN4c.
“The Truth About Fiji Water”. Mashed.Com, 2022, https://www.mashed.com/189793/the-truth-about-fiji-water/?fbclid=IwAR3FYz1vaocdc5tz2IyHYRvP3-WmD9Vkd7HvXUtp8m5Yr9rrT4kCXiTblA0.
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