Fiji Water and Corporate Social Responsibility - Green Makeover or “Greenwashing”? Bottled water is recently considered a commodity with marketing strategies used by bottled water manufacturers to amplify consumers' fear of purifying tap water and to make bottled water meaningful on personal, local and global scales (Connel 2006, 2007). However, Fiji Water has given this meaning by using its brand with an exclusive lifestyle that includes environmental actions, social justice and progressive politics, tracing Fiji Water from its source in the Yaqara Valley to the shelves of grocery stores or restaurants around the world for customer consumption. “The taste of paradise, from the islands of Fiji, delivered to your door,” as Fiji Water famously put it in its slogan. Its business plan requires expanding into internationally expanding markets and builds on the successful launch of Fiji Water through the US marketing strategy and the high quality of people who have taken charge of the business. first marketing were able to differentiate the FIJI brand in a market crowded with nearly 400 bottled water brands. It is mainly achieved through the placement of unique and innovative packaging, special - product pricing, distribution plan and image - advertising and product creation. Due to light mineralization, Fiji water is characterized by a mild flavor and leaves a taste that makes the water taste clean and pure. Many consumers immediately liked its taste. She had discovered the power of packaging in the brand positioning of bottled water and images of unspoiled nature, with the magical and mysterious charm of Fiji. This is why Fijian water received the highest marks in taste tests sponsored by influential magazines and guides, Chicago Magazine, Cook. Derived from the fact that...... middle of paper ...... and the execution of the campaigns, This will bring business motivation because even if an American company cares about its employees and its communities, it gets more recognition in the market. Due to the negative relationships that tend to develop, it is unreliable as an external company in Fiji. The Fijian company should generate good relations with the Fijian government in order to obtain the best possible collaboration in the development and execution of strategies to improve workplace performance and internal relations, etc. in their process. Honestly, after testing, I found little. If there is a difference in flavor or density, we may need to hire an expert taster to give us your opinion. Rather, I think what made this business grow was the fashion and style, rather than the “pure water” product. Case study reference