Island Boy - Fiji Water

Many brands leverage their birthplace to project authenticity, often bending the narrative to connect with consumers on an emotional level.

However, some brands misuse their origin stories, exploiting the positive aspects without honoring their true roots. For instance, Fiji Water faces numerous scandals related to sustainability and equity, showing little respect for its purported Fijian vibes.

While it’s appealing to highlight something truly unique and original about your heritage, not everyone can perfectly embody the ideal of an 'island boy'.

#sustainability #fiji #water #brands #challengerbrands #drink #island #boy #islandboy #neon42 #people #origins #authenticity #narrative #storytelling