Fiji Water; The General's Choice.

You gotta hand it to the Fiji water people. As well as creating one of the most energy wasteful products on Earth, they have done an amazing job of 'market positioning, with all the beautiful people slathering over a bottle of 'pristine' Fiji water. As Anna Lanzer says on Mother Jones,

"Obama sips it. Paris Hilton loves it. Mary J. Blige won't sing without it. How did a plastic water bottle, imported from a military dictatorship thousands of miles away, become the epitome of cool?"

And while you are at Mother Jones' website, take a look at how the Fiji Junta enforces brand consciousness. And here I am - silly me - thinking Fiji is still an unspoiled tropical playground. Cross that one off the holiday wishlist!

"What followed, in a windowless room at the main police station, felt like a bad cop movie. "Who are you really?" the bespectacled inspector wearing a khaki uniform and a smug grin asked me over and over, as if my passport, press credentials, and stacks of notes about Fiji Water weren't sufficient clues to my identity."

And here's the funny bit. What's Fiji's big one-liner they use to sell their water?
"And remember this—we saved you a trip to Fiji".

Yep, they got that right.