Fiji Waters One Sip Forward campaign launched at The Golden Globes

Fiji Water's One Sip Forward campaign launched at The Golden Globes

Fiji Water has rolled out a new marketing campaign for its namesake brand in the US market. 

The company last night launched 'One Sip Forward' at Hollywood awards ceremony The Golden Globes. The campaign aims to raise US$100,000 for the American Film Institute's (AFI) Directing Workshop for Women (DWW).

Fiji Water aligns itself with award shows and film festivals and it is the official water sponsor of The Golden Globes. For all Golden Globes attendees pictured drinking Fiji Water through the brand's integrated 'Fiji Water Straw', the company will donate to the AFI DWW.

"Only 4% of all directors across the 1,100 top films from 2007 to 2017 were female, a ratio of 22 males to every one female director," said Clarence Chia, VP of marketing, Fiji Water. "We all know great talent is out there, and we want to help support female filmmakers. Therefore, we're teaming up with the AFI to launch the FIJI Water One Sip Forward program to support their Directing Workshop for Women."

The push includes social media activity in which consumers are encouraged to post pictures of themselves drinking Fiji, with the hashtag #OneSipForward. 

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