FIJI Waters Negative Campaign - Essay Example

The drink that appeared to be exclusive is available in supermarkets and local stores and creates a notion that what is good for the rich and famous is also good for the majority.

2. What is greenwashing, and why do companies engage in greenwashing? How do you know when a claim is greenwashing?
Greenwashing is a marketing strategy used by companies to mislead the benefits of a product, service, technology, or company practice (Rouse, Margaret, Sept. 2007)). Companies engage in greenwashing to enhance product capabilities and mislead consumers about the true picture of the product for the company’s gain. For example, Fiji Waters's “carbon negative” advertising campaign has been challenged in the US District Court to be misleading. I believe a claim is greenwashing when there are many criticisms against it, and evidence or proofs are not rightly presented.

3. What is your evaluation of FIJI’S Water Negative Campaign? What were your positive elements? What concerns do you have?
The FIJI’s Water Negative campaign is not greenwashing because it begins with a measurable target that proposes to offset more greenhouse emissions than were released by its operations and products. It is turning the positive harmful effects of its operations into something negative. Beginning in  2008, it will reduce its land use and utilize renewable energy. It did not assume to maintain zero CO2, but rather a reduction only.

FIJI Waters hopes to reduce its CO2 emissions by 25%; 50% from renewable resources, and reducing wastes from production facility by 33%. FIJI Waters is conscious of its corporate social responsibility (CSR) and has done efforts to reduce damage to the environment. CSR is one way to be assured of the sustainability of long-range operations that will be beneficial to both the company and the community. It is a head-turning marketing campaign that will also make people think of its environment. I am concerned that with the way underground water is consumed, how long will the aquifers sustain water pumping? I am also concerned about how FIJI proposes to sustain its long-range sustainability. It has the responsibility to explain it to consumers. Stating its goals is not enough. Read More