The premium bottled water brand, which entered the Chinese market only a few months ago, is targeting high-end and exclusive food and beverage venues and hotels in tier one cities in China, but also looking to expand.
Proximity Live will be charged with developing and implementing a strategic communications program that includes innovative public relations, marketing communications and key influencer programs, rather than traditional big ad campaigns.
"The Chinese mainland is an integral part of our global expansion. It was clear that Proximity Live has a deep understanding of China's luxury consumers," said Stephanie Duncan, MD Asia Pacific, FIJI Water.
"FIJI Water is an exciting and dynamic brand. We're delighted to add it to our growing portfolio of luxury clients," said Angelito Tan, managing partner, Proximity Live. "This win demonstrates that we continue to add value to clients seeking to build their brand in China through strategic marketing and communications."
FIJI Water is natural artesian bottled water from the islands of Fiji. It is considered to be a premium bottled water brand in the United States and one of the fastest-growing brands worldwide.
The cost of FIJI Water is around RMB 50 (US$7), 50 times more expensive than local water brands in China like Wahaha.
The appointment follows a series of high profile assignments for Proximity Live recently. Last July, the agency was hired by Tag Heuer for public relations in China.
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