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FIJI Water Brand Overview

 Our Mission: ‘the world’s finest water…’

FIJI Water, the world’s finest water, is committed to quality and excellence in our
product, people, profitability, and strategic partners. We are dedicated to
communicating the passion and unique properties of our brand to consumers
worldwide and continuing to invest in the future while preserving and cherishing
the pristine source.

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 Unique Product, Highly Regarded Brand

Straight from an ancient, protected aquifer

Truly Unique in Fiji, our water is untouched by man

We are a prestige brand, an affordable

Prestigious Partner luxury, and a boon to retail business

Unmatched emotional appeal gives us the

Strong Emotional Appeal most loyal user base of any bottled water

A carbon-negative brand, we are committed

Global Citizen to both environmental and social progress

FIJI is the #1 premium bottled water in the

International Brand U.S. with a growing presence globally
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Our Milestones: 1996 to date

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A Global Brand: Starting in Fiji, USA, the world

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 Environmental and Social Initiatives

With a long-standing commitment to environmental and social causes,

FIJI Water leads the industry with our comprehensive corporate social
responsibility (CSR) program

ENVIRONMENTAL SOCIAL
STEWARDSHIP CONTRIBUTIONS
Funding extensive forest Supporting poor and
restoration and disadvantaged communities
conservation efforts
Providing disaster relief
Offsetting emissions
Driving economic growth
Implementing and and development
advancing sustainable
operations practices

FIJI WATER’S CSR REACH

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 Key Environmental Initiatives

DONATING  One of the five largest members of 1% for the Planet

1% TO THE  1% of net sales given to environmental causes
PLANET  Member since 2009

 The only major beverage brand with a

BEING carbon-negative status – 120%
CARBON  Extensive forest restoration effort in progress
NEGATIVE
 Carbon emissions mitigated by 120%

 $5 million spent to protect the Sovi Basin

SAVING THE  Massive amounts of carbon sequestered

RAINFOREST  Major watershed protected
 Wildlife and biodiversity hotspot preserved

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Environment Video
 Main Areas of Social Development

 100 clean water projects completed

 Access to clean drinking water provided to more than
GIVING 35,000 people
CLEAN  Clean drinking water provided to tens of thousands of
WATER people during times of emergency
Clean Water Video

 More than 100 schools already helped

 More than 30,000 students affected by construction and
SUPPORTING infrastructure projects
EDUCATION  Educational materials and equipment provided
throughout the country
Education Video

 Health screenings provided to those who would not

otherwise have access
 Health education programs initiated
PROVIDING
 Free clinics established throughout the islands of Fiji
HEALTHCARE  Medical supplies and equipment donated
 Life-saving surgeries provided through Friends of
Fiji Heart Foundation
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PET is
environmentally
friendly and We
Use Our exclusive
Signature Sleeves
at HORECA
for a premium look
(shown here below)
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Our Product
 Primary Sources of Bottled Water

Purified water
Purified water is municipal (tap) water that has been treated to remove
impurities, which makes it suitable for human consumption. Purifying
processes can include distillation, deionization, and reverse osmosis. The
purifying process often strips mineral content and nutrients from the water.

Spring water
Spring water comes from a natural spring. It rises
up to the surface, and along its path can attract
impurities from the ground and air.

Artesian water
Artesian water comes from deep within the earth and is protected by
solid, confining layers of stone and clay. There is no opening, not
even a porthole to the surface, and the water never comes in contact
with the air.
According to the U.S. EPA*, water from artesian aquifers often is purer
than other water sources because the multiple strata of rock and clay
provide a critical protective shield against potential contamination. 13

*Source: US Food and Drug Administration; FDA Consumer Magazine, July-August 2002
 The Brand Promise: Fiji Water is truly untouched

Pristine source
FIJI Water is natural artesian water from the remote
islands of Fiji. Beginning as rainfall, FIJI Water filters
through volcanic rock over hundreds of years and
finally accumulates in an underground aquifer. Here it is
isolated from external impurities, then bottled at the
source by way of a sealed delivery system. FIJI Water is
truly untouched – until you unscrew the cap.

Unparalleled taste
On its way to the aquifer, FIJI Water collects such
nourishing minerals as silica, fluoride, and other
electrolytes. This unique mineral profile accounts for the
water’s smooth taste and soft mouthfeel.

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 A Unique and Healthy Mineral Profile

Benefits FIJI Evian Panna Voss

Source  Artesian source helps protect the water from external impurities and contaminants Artesian Spring Spring Artesian

 Resulting from optimal mineral balance and pH level, soft texture is preferred by
Texture/type Soft Hard Soft Medium
many consumers and complements any dining experience
 May help strengthen bones, connective tissue, teeth, skin, nails, hair
Silica High Low Low V. Low
 High level of naturally occurring silica contributes to FIJI’s soft, smooth taste
 Help regulate important physiological functions
Electrolytes High High Unknown Low
 FIJI contains beneficial amounts of naturally occurring electrolytes
 Helps maintain bones, teeth, and muscle contraction
Calcium  Water hardness and taste are determined by the calcium content Low High Medium Low
 FIJI is considered a soft water thanks partly to its lower calcium levels

Magnesium  Helps maintain bones, teeth, muscle contraction, and heart health Low High Medium Low

Silica Content Comparison

100
80
60
40
20
0
FIJI Evian Panna Vittel Volvic Voss

FIJI Water’s distinct taste is a result of its naturally high silica content, along with
its low calcium and magnesium levels.

Source: 1: Zoomerang 2006 online research study; ’07 Results available Q1’08; 2: Synovate; IRI 2006
The Consumer
 Consumer Profile: Affluent, Cosmopolitan…

The FIJI consumer is affluent, single & lives in cosmopolitan areas

FIJI consumers appreciate premium luxury goods & services. 17

 Proven Trial and Loyalty

% of consumers for % of respondents

whom trial was driven indicating “very loyal”
by brand packaging to their brand

71%

FIJI 45%

28%

Evian 10%

FIJI Evian

FIJI Water is 4X more likely to drive trial FIJI Water has the highest loyalty among
through its unique packaging. premium water brands, almost 3X Evian.

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Source: Synovate; FIJI Water Attitude & Usage Bottled Water Study, July 2009
 Proven Loyalty

Consumer repeat and loyalty

Consumers exhibit a higher level of loyalty to FIJI and

are more likely to buy FIJI after trial.
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Source: IRI Builders Panel Data, 52 wks ending Dec. 2008

Marketing
 Marketing Strategy, focused & efficient

FIJI Water establishes loyalty and upholds our premium positioning by

establishing an emotional connection with the consumer

Uphold premium positioning through

Marketing Events upscale, high-visibility events

Promote partners and develop consumer

Social Media rapport through 2-way communication

Spread brand message through news

Public Relations coverage and media partnerships

Broaden awareness and connect with the

Product Placement consumers through TV and film presence

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 Strategic Global Event Marketing

Event pillars ensure a strategic calendar supporting the brand message

Fashion Epicurean Entertainment Philanthropy

 Chandon  Moonlight  Meals on Wheels

 David Jones Supper Club Cinemas  Academy of
 New York  Food & Wine 23
 Winter Music Friends
Fashion Week Classic Conference  Best Buddies
Lebanon, December 2010

FOOD & DISTRIBUTIONS LIMITED CO

BRANDEV EMEA FIJI PRESENTATION
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POSM: Fiji Retail POSM
Placement: Fiji Eye Level Display
Placement: Fiji Full Block Display
 Social Media

Social media attracts new consumers and engages loyalists

 64% of consumers make their first purchase from a brand because of an online experience*
 A product’s Facebook fans are more likely to recommend that product to a friend than Facebook
users who are not fans or consumers who are not on Facebook**
 Almost half of consumers who follow a brand on Twitter do so for deals*

FIJI Water is the dominant player among bottled waters

 More than 37,000 fans on Facebook, almost 4x more than Evian
 The only bottled water with a notable following and activity on Twitter

Social media drives consumers into stores

 Optimize retail promos by communicating
directly with almost 40,000 devoted
consumers
 Tailor social media activity to specific retail
promotion or events (i.e., win tickets to
Moonlight Cinemas)
 Secure impressive consumer participation
in ticket giveaways by mirroring retail
communication on Facebook and Twitter 32
* 2009 Razorfish Digital Brand Experience Report
** Harvard Business Review, March 2010
Social Media, Fiji the most popular

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 2010 Public Relations Strategies

360-degree PR approach in 2010, 2011

Target media with CSR initiatives

 1% for the Planet
 Saving the Sovi Basin
 Clean Water projects
 Education projects in Fiji

Focus PR efforts on marketing pillars

Optimize high-profile events for PR programs

 Chandon Supper Club
 Ready Steady Cook
 Moonlight Cinemas

Create standalone events/opportunities for PR purposes

Align marketing and PR for consistent communication

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 2011 Marketing Programming Support

FIJI Water will invest trade dollars with you and your
customers to drive increased pull:
Customer Promotions and Funding Support
 Brand and SKU level promotional support and point-of-sale/feature space
investments

New Promotions
 PR and social media campaigns
 Retail promotions
 High-visibility on-trade account placement

Marketing Support and Traffic-Builders

 Social Media, Web & Interactive – Drive visibility of (and create traffic for)
programs in your store through FIJI’s online channels
 Public Relations – Drive increased awareness and boost traffic through relevant
media placement

Consumer Promotions/Contests /Giveaways Leveraging FIJI’s

Partners
 Examples may include:
 National Consumer Sweepstakes for fully-funded vacation to Fiji Islands
 National Consumer Sweepstakes for fully funded three-night stay at regional
FIJI Water account hotel
 Donation to regional charity with every consumer purchase
 Cross-promotional coupons, in-store promotions, and social media
campaigns with other regionally popular consumer brands
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 Product Placement

Product placement has helped FIJI Water’s distinct packaging become

ubiquitous in TV and film, with record exposure in 2009

 165 placements totaling over 1.1B viewers and $6MM in media exposure
 115% increase in total media exposure value compared to that of 2008

Product placement highlights (TV):

24 (Fox)
Nip/Tuck (FX)
Gossip Girl (CW)
CSI (CBS)
Grey’s Anatomy (ABC)
The Closer (TNT)
The Office House

Product placement highlights (film):

Up in the Air – George Clooney
Everybody’s Fine – Robert DeNiro, Kate Beckinsale
Crossing Over – Harrison Ford, Sean Penn
The Ugly Truth – Katherine Heigl, Gerard Butler
Surrogates – Bruce Willis

17 Again The Hangover

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 Celebrity Appeal: Fiji with high Profile People

FIJI Water spotted in the hands of celebrities across the globe

Jim Carrey & Ewan McGregor Will Smith & Jack Nicholson Jessica Alba Nicole Kidman

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John Mayer President Obama Hugh Jackman
Miley Cirus, Gerard Butler, Ahley Tinsdale,
Anne Hathaway…

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Obama Family, Celine Dion, Paris Hilton,
Lindsay Lohan…

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Halle Berry, Camron Diaz, Natalie Portman,
Miley Cirus, Jessica Alba, …

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Restaurant, Hotel,
and Nightlife Business
 Fiji Silver Signature Sleeve

Fiji Silver Signature Sleeve replaces glass bottles as part of

Fiji’s environmental cause…
 Prestige in Restaurant, Hotel & Nightlife

Associated with the most highly regarded brands, FIJI Water is a marker
of taste and superior quality around the world

Restaurants Hotels Nightlife Venues

 Nobu  Intercontinental  Tryst
 Jean-Georges  Four Seasons  Tenjune
 Craft  The Ritz-Carlton  Tao
 BLT  Lowes  Pure
 Buddakan  Mandarin Oriental  The Estate

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 Event Marketing drives trial and awareness
among new and existing consumers

Our integrated Event Marketing

strategy has achieved multiple
marketing & sales objectives:

i. Reinforces premium brand

image

ii. Generates trial among targeted

consumers and industry insiders

iii.Generates media coverage that

will be seen by targeted
consumers

iv.Generates sales leads

v. Motivates & supports distributors

vi.Supports sales goals &

generates retail activity

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 Targeting On-Premise Establishments

FIJI Water continues to focus and grow within On-Premise

 1998-2004: FIJI Water grew by
way of its on-premise presence
that included placement in some
of the top hotels and restaurants
around the world

 Placement of FIJI Water in

premiere accounts provided
consumers with the complete
luxury and fine dining experience
that FIJI Water is associated with

 Today, the top properties continue

to carry FIJI Water and chefs
continue to endorse the water –
using it to cook with and pairing it
with their fine wine and dining
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 Within each property, FIJI Water is offered in
prime revenue generating areas

• Spa & Health Club

• Banquets & Catering
• Business Center

• In-Room
• Lobby Bar
• Mini-Bar
• Room Service
• Amenity
• Pool

• VIP
• Car Service
• Turn Down

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 FIJI Water has achieved strong success throughout
many of the world’s finest establishments

Global Highlights Ritz Carlton Nobu

 Mandarin Oriental
 The One and Only
 Park Hyatt
 Four Seasons
 ME by Melia
 InterContinental
 Ritz Carlton
 Hilton
 JW Marriott
 The Peninsula
 Shangri-La
 Burj Al Arab Hotel
 Nobu
 Jean George
Burj Al Arab Park Hyatt

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Epicurean Print Campaigns
Epicurean Print Campaigns
Consumer Print Campaigns
 Strong POS Execution for On-Premise (1 of 2)

Gold Bamboo, Silver Bamboo & Signature

Silver Sleeves
Light Pewter Dark Pewter
Sleeve Sleeve
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 Strong POS Execution for On-Premise (2 of 2)

Standard Necker Barrel Coolers 1% Necker

Ice Buckets Recycle Bins 57

 POSM: Fiji Horeca

POSM: agreement on quantity needed of Silver signature

sleeves (as they are delivered separate than shipments
POSM: Fiji Horeca Sell Sheets and Training
POSM: Fiji Horeca POSM
Restaurants commonly agree that FIJI generates increased
revenues and offers a superior, smooth taste

“We sold approximately 1800 bottles (in one location) in a 9-10 week
span from November 2009 to January 2010. Basically, we are selling
twice the amount of FIJI Water than we were of Panna without doing
anything new. We believe it is because the product is fantastic, but the
comfort and confidence in the FIJI brand speaks to our guests.” --Kevin
Armantrout ~ Ruth’s Chris Steak House Franchisee Indianapolis and St.
Louis
“We always look for the best ingredients for our guests and help
make the experience complete, that’s why we use FIJI as one of our
star ingredients.” --Chef Thierry Rautureau ~ Rovers Restaurant,
Seattle, WA

“FIJI has the cleanest taste and is impeccably smooth. The

packaging alongside the stainless sleeves make it a beautiful
addition to any table. Our guests expect us to serve great product
and deliver great value. Without a doubt, FIJI fits that description.”
--Bradley & Mikel’s PEARL Bar & Dining, Seattle, WA

“I changed to FIJI Water in the summer of 2009. I noticed a

considerable increase in FIJI sales vs. Evian. I am pleased with the
outstanding service FIJI has given me and look forward to more
success in the future.” --Chef Michael Schulson ~ Izakaya - Atlantic
City and Sampan - Philadelphia, PA

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Partners enjoy exceptional service & support from
FIJI & are proud to offer the #1 premium still water
“We implemented a new in room program in the outlets to generate another source of revenue, the
results have been so positive that we have decided to add FIJI water in the mini bars, the sales
demonstrated that it was a smart decision. FIJI has definitely improved our water sales.” --Daniel
LaGarde, Dir. of F&B, The Biltmore, Phoenix, AZ

“In a poll conducted in January polling 100 guests in outlets, 85 requested FIJI, 5 requested Voss,
10 did not care…mini bar sales of water has gone up 65% since adding FIJI to the mix.” --Vegan
Yarian, Director of F&B and Catering ~ Hilton Los Angeles North/Glendale & Executive Meeting Center,
Los Angeles, CA

“I have introduced FIJI into 3 different hotels and through consistent working relationships and the
strength of brand recognition, FIJI is a proven player in the bottled water segment.”
--Herbie Duarte, Director of Restaurants -Marriott Eastside, NYC

“As for the mini-bars, 500ml FIJI surpassed Diet Coke as the best seller, only item to do so in 7 years,
and both the 1L and 500ml are crushing the 500ml Evian in sales (by about threefold).”
--Bryan Woody, F&B Director, Ritz Carlton Central Park South, New York

“Vdara is very excited to have FIJI offered at all of our venues. It is not only a great product, but also
represents the luxury brand that Vdara is. We would also like to thank FIJI for all of the support and
encouragement throughout opening. We look forward to a very long relationship!” --Roseanne Ficken,
Director of Hotel Operations ~ Vdara Hotel & Spa, Las Vegas, NV

“We have a great partnership with FIJI. Their product is of high quality and very popular with our
demanding clientele.” --Christian A. Boyens Executive Assistant Manager The Peninsula Beverly
Hills, CA
“FIJI Water adds a product that is one step above the others in quality and recognition. All
businesses are trying to add additional revenue to the monthly statements, and FIJI Water is one of the
pluses that also adds revenue.” --David May, Director of Services ~ Burlington Marriott, Burlington, MA
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 FIJI is the choice for many hotel in room and mini bar
programs, consistently surpassing revenue expectations

“I would like to give my full support for the FIJI in room water program. The profits from this
program has far exceeded my expectations. The program is easy to manage and implement. --
Philip Strnad, General Manager ~ Hilton President, Kansas City, MO

“Marriott International , with all of its full service brands, likes to match quality with quality. FIJI is
one of the worlds’ finest waters and one that is chosen in many Marriott hotels for its in room
water brand of choice.” --Mark A. Jeffery, General Manager ~ Renaissance Boston Hotel & Spa
at Patriot Place, Boston, MA

“When I had the opportunity to choose this brand over others, to place in our rooms for guest
use, the decision was easy. Since then we have added an average of $1000 a month in
incremental revenue and we are offering our guests a quality product with an excellent
reputation.” --Stephanie Banks, GM ~ Doubletree Castle Hotel, Orlando, FL

“Not only is it a great product, but our sales person has methodically educated us on all the
benefits that FIJI has to offer. Carbon footprint, profit margins, quality and endless other great
advantages.” --Peter Hope, Dir. of F&B ~ Renaissance Orlando SeaWorld, FL

“In the time I have dealt with the FIJI Water team I have found their service to be professional
and helpful. The product in my opinion is one of the best on the market. I will continue to use this
product and look forward to the innovations the company has in the future.”
--Sean Moesman, Director of F&B, Millennium Bostonian Hotel, Boston, MA

“In 2009 we decided to implement a FIJI water program in all our guest rooms. The results have
been nothing short of fantastic. FIJI was the natural partner for us. With its distinctively soft smooth
taste and excellent marketing appeal it was the natural choice to complement the tastes and
expectations of our guest. We are proud to offer FIJI not only in our guest rooms but throughout
the resort in our restaurants and banquet operations.” -- Executive Chef, Paul Carter, The
Phoenician Resort, AZ
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Research
 Among the Top 10 Best-Selling Waters

Dollar %
$ Share Stores,
Rank Brand Segment Dollar Sales Category Selling
1 NESTLE RGNL BRANDS UNFLAV PET MAINSTREAM $ 883,915,800 22.8 79
2 PRIVATE LABEL VALUE $ 799,014,700 20.6 76
3 AQUAFINA MAINSTREAM $ 356,537,600 9.2 84
4 DASANI MAINSTREAM $ 297,339,400 7.7 85
5 NESTLE PURE LIFE MAINSTREAM $ 140,500,500 3.6 48
6 GLACEAU SMART WATER MAINSTREAM $ 103,207,000 2.7 75
7 CRYSTAL GEYSER MAINSTREAM $ 88,344,600 2.3 15
8 FIJI PREMIUM $ 83,590,860 2.2 61
9 EVIAN PREMIUM $ 56,743,570 1.5 53
10 SPRING MAINSTREAM $ 41,743,840 1.1 21
11 NIAGARA MAINSTREAM $ 19,974,590 0.5 3
12 DEJA BLUE MAINSTREAM $ 10,818,350 0.3 13
13 ABSOPURE MAINSTREAM $ 10,748,900 0.3 3
14 AQUARIUS SPRING MAINSTREAM $ 10,013,460 0.3 14
15 SPARKLETTS MAINSTREAM $ 7,346,441 0.2 2
16 CRYSTAL SPRINGS MAINSTREAM $ 5,925,908 0.2 4
17 ROXANE MAINSTREAM $ 4,954,951 0.1 1
18 KENTWOOD MAINSTREAM $ 4,063,479 0.1 1
19 SIERRA MAINSTREAM $ 3,255,615 0.1 0
20 ACQUA PANNA PREMIUM $ 3,210,889 0.1 9
21 NEW YORK SPRING USA MAINSTREAM $ 2,999,230 0.1 1
22 VOLVIC PREMIUM $ 2,852,840 0.1 4
23 HINCKLEY SPRINGS MAINSTREAM $ 2,839,627 0.1 2
24 VOSS PREMIUM $ 2,775,125 0.1 7
25 ICELANDIC GLACIAL PREMIUM $ 2,046,137 0.1 7

FIJI Water is among the top-selling waters overall

and is the #1 premium water. 65

Source: IRI US FDMx, 52 Weeks Ending 7/18/10

 #1 Premium Water in the United States

Top 10 Premium Water Brands

US FDMx – Dollar Sales (MM)

$83.6

$56.7

$3.2 $2.9 $2.8 $2.0 $1.2 $0.7 $0.5 $0.5

PREMIUM
ACQUA ICELANDIC
FIJI EVIAN VOLVIC VOSS PENTA JANA ETERNAL ESSENTIA
PANNA GLACIAL
SPRING
$ Sales (MM) $83.6 $56.7 $3.2 $2.9 $2.8 $2.0 $1.2 $0.7 $0.5 $0.5
$ Share 51% 35% 2% 2% 2% 1% 1% 0% 0% 0%
% Stores Selling 61% 53% 9% 4% 7% 7% 3% 2% 9% 4%

 FIJI Water outsells its nearest competitor, Evian, by 47%.

 Acqua Panna and Voss dollar sales and distribution are low in comparison to FIJI. 66

Source: IRI US FDMx, 52 Weeks Ending 7/18/10

 Opportunity for Trade-Up

Average Retail Price/Gallon Market Basket Total

U.S. FDMx U.S., All Outlets

$81.90

$71.60
FIJI

$7.75
$39.40

Category

$1.57
Basket With FIJI Basket With Evian Basket Without
Bottled Water

The FIJI Water basket is more than 2X

FIJI Water drives 5X more revenue per a basket without bottled water
gallon than the category average The FIJI Water basket is 14% higher than
our nearest competitor, Evian 67
Source: *IRI Household Panel Data, Total US All Outlets; IRI US FDMx, 52 Weeks Ending 7/18/10
 Superior Sales Velocity

$/Store/Week Volume (Liters)/Store/Week

FIJI $34 FIJI 17

EVIAN $26 EVIAN 14

ACQUA
VOSS $10 PANNA
5

ACQUA
$9 VOSS 4
PANNA

FIJI Water’s dollar velocity is 30% FIJI Water’s volume velocity is 18%
higher than Evian, 3X higher than Voss, higher than Evian almost 5X higher
and almost 4X higher than Acqua Panna. than Voss and Acqua Panna. 68

Source: IRI US FDMx, 52 Weeks Ending 7/18/10

Fiji
in the Middle East and
Mediterranean Area
 The FIJI Water Product Portfolio – Middle East
Multipacks available for all sizes

1.5L 1.0L 500mL 330mL

12 bottles per case 12 bottles per case 24 bottles per case 36 bottles per case

1.5 Litre 70
Clear Value Propositions Communicated at
Point-of-Sale Using Back Labels

Artesian Aquifer Untouched Virgin Ecosystem

Unique Mineral Profile Saving the Rainforest 71

 Our Strong Growth in the Middle East
With only few markets

FIJI Water Performance in the Middle East Key highlights from our
business in the Middle East:
Litres FIJI Water Sold

900  Overall, FIJI Water has exhibited

exceptional growth throughout the
800 Middle East over the past four years

700  As a whole, FIJI sales in the

region have grown more than
600 1500% between 2007 and 2011
Thousands

 The trend continues to exhibit

500
strong double-digit growth into
2012 and beyond
400
 FIJI’s success and following is
300 strong across key on-trade, retail
and HORECA accounts
200
 FIJI’s positive growth trajectory in a
100 declining economy and unstable
market segment is a testament to the
0 fact that our consumers are loyal to
2007 2008 2009 2010 2011 our brand and their purchasing power
and behaviour are unaffected by
challenging macroeconomic climate
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Thank You
Plenty More Information Available

 Fiji Sell Sheets

 Wait Staff Training Guide
 Marketing Best Practices
 Updated POSM Catalogue
 Facebook Page managed from the US…