Cleveland takes offense at Fiji Water ad

Associated Press ^ | 07/20/06

[presidio9]

It's Cleveland vs. Fiji in a war of water and words. Fiji Water, based in Los Angeles and a favorite of Hollywood celebrities, has angered Clevelanders with a new national advertisement that pokes fun at the city that's tried for decades to overcome a muddied reputation when it comes to h20.

"The label says Fiji because it's not bottled in Cleveland," says the full-page ad running in magazines such as Esquire.

After seeing the ad, public utilities director Julius Ciaccia ordered the bottled water tested.

The results: 6.31 micrograms of arsenic per liter in the Fiji bottle, said Cleveland water quality manager Maggie Rodgers. Cleveland tap water as well as bottled brands Aquafina, Dasani and Evian had no measurable arsenic.

"Before you take a cheap shot at somebody, know what you're talking about," said Cleveland water commissioner J. Christopher Nielson.

Fiji president Edward Cochran grew up near Cleveland. He said the ad was his idea and his hometown needs to lighten up.

"It is only a joke," he said. "We had to pick some town."

Cochran said Cleveland's tests were not independent and his company's analysis shows Fiji's arsenic levels never exceed 2 micrograms per liter.

The U.S. Environmental Protection Agency, which regulates municipal water supplies, and the Food and Drug Administration, which regulates bottled water, allow up to 10 micrograms per liter.

In the ad, Fiji says its water comes from a natural artesian aquifer in the Pacific islands, where it is preserved and protected from external elements.

Bill Stern, chief operating officer of Cleveland-based Stern Advertising, said the Fiji ad refers to an old stereotype about the city, which years ago was known for steel mill fed pollution and a dirty river that once caught fire.

Stern, who developed a "Believe in Cleveland" campaign promoting the city, said he was a Fiji Water fan until the ad.

"I had my own version of the Boston Tea Party," he said, "pouring it down the sink."

[cloud8]

"I had my own version of the Boston Tea Party," he said, "pouring it down the sink."

HAHAHAHA!!

Cleveland.

[Red Badger]

They should counter with, "The bottle says Cleveland because we don't want any Fiji Arsenic"..........

[Darkwolf377]

Thin-skinned whiny consumer alert,

This is all people have to worry about, then they're in great shape. When did this country become such a nation of sensitive types who needed their precious sensitivities taken into consideration by everyone, at all times?

It's a dumb joke in an ad. You don't like it, turn the page. Get a life!

[netmilsmom]

I'm from Cleveland.
It may be wonderful now but the Cuyahoga River did burn at one time.

I have to say that in the third season of 24, when the virus did not make it's target of Cleveland, I was very proud that we won over Detroit. (where I am now)

[Jaxter]

"It may be wonderful now but the Cuyahoga River did burn at one time."

You know I've always wondered what they used to put that fire out.

[socal_parrot]

My daughter buys Fiji, we usually buy Arrowhead bottled water. I've had them both and the only discernible difference to me is in price. You can get a case of Arrowhead bottled water for the price of a six-pac of Fiji water.

[Gorzaloon]

When did this country become such a nation of sensitive types who needed their precious sensitivities taken into consideration by everyone, at all times?

I think it became one last year, when, in a good hotel, I saw a WATER LIST.

That's right. It was like a Wine List, with pretentious comments on the "vintages".

Why, of ALL the Metrosexual, Posing, Affected FOPPISH, STUPID, Potlatch Money-Burning, fake, Girlie, Scandalous Conspicuous Consumption Utter wanking NONSENSE!

I would not want to KNOW anyone who Studiously Postured in public pretending to appreciate the Oh-So-Subtle delicate differences-

Unless they brought their Ion Chromatograph or AA, or borrowed mine.

(Looking for the barf animated GIF.)

[pepsionice]

I was in Vegas six years ago....in July....totally dehydrated from walking outside...and went inside one of the bars. The ONLY water they had...was Fiji water...and it was $4 a bottle. We are talking about a simple 11 ounce plastic bottle. I felt like an idiot buying so little water for $4. I proceeded to down the bottle in five gulps...and I must admit...it was great stuff. But would I buy the stuff again? No...you have to have deep pockets to afford the stuff and I will admit that the best bottled water in the world...is from the Scottish Highlands. Don't let anyone fool you...the taste is so pure...and you can buy an entire 2-liter container of the stuff for about a buck.

[brownsfan]

"It's a dumb joke in an ad. You don't like it, turn the page. Get a life!"

No, it's serious business. Perception and image are very real, very important things. For a city to be able to attract business, image is huge.

They're a little too whinny on this one, but they do have a legit complaint.

[Rumple4]

I guarantee our water has ten times the minerals that Fiji water has though those include asphalt and rust which gives it it's orange cast.

[seasoned traditionalist]

As someone who sold water filters some 16 years ago and is somewhat familiar with bottled water (which was our primary competiton) I can attest that most tap water in most municipalities is as good (quality wise) if not better, than bottled water.

That said, what most people objected to (and apparently still do, based upon the proliferation of bottled water and its continuous increase in sales) was the TASTE.

Most municipalities use chlorine to purify their water and thus there remains a residual tasted and odor when it reaches the consumer.

Moreover, one should be skeptical of claims made by bottled water company (and I'm not challenging FIJI's claims) whose labels say "mountain spring" or "pure," etc., for if truth be told, MANY (at least that used to be the case) bottled water companies, simply took tap water and ran it thru a filter and then bottled it.

Anyone paying for bottled water has more money than common sense--at least in the home.

Two simple solutions:

1. Buy an inline filter Housing from your local hardware store and looks something like this

Then explain to the clerk, that you intend on installing this to your COLD water line under the kitchen sink and he will show you what kind of hoses you need.

You also want to buy a package (usually comes in 2) of Carbon Filters and look like this

These fit inside the housing and actually filter the water

Next decide whether you want to filter all the Cold water that comes out of tap or you can purchase a faucet assembly that looks like this and allows you to access filtered water thru it only

The Housing and Filter and Hose assembly should cost about $60 - $70 and the faucet will add another $30 or so.

Anyone who is the least bit handy or mechanically minded can install this type of system in 1/2 hour or less and there is no need to solder, cut pipes, etc.

Thereafter, you can have equivalent of bottled water for the price of about FIVE CENTS A GALLON. That's right, A GALLON!!!

The Housing unit fits under the kitchen sink and takes up very little room and filters need to be changed (depending on usage and whether all water is filtered or only cooking/drinking) on the average of once ever 2 - 3 months.

[seasoned traditionalist]

PS Forgot the second and even simpler solution

Simply put a pitcher of uncovered water in fridge for 8 hours or so and shzaam, most or all chlorine dissipates and you have good tasting water.

Of course, your fridge should not have any odor producing leftovers or whatever that would be absorbed by water--you know that green, moldy, smelly stuff way in the back that you can't make out what it was when you put it there--like in mine? lol

Enjoy!!!

[CT-Freeper]

Aren't most establishments now a days (bars, restaurants, etc) required to give you a glass of water for free if requested? Or at least a glass of ice?

[CT-Freeper]

Aren't most establishments now a days (bars, restaurants, etc) required to give you a glass of water for free if requested? Or at least a glass of ice?

[Hegemony Cricket]

"They're a little too whinny on this one..."

Awww, come on - they were just horsin' around!

[reagan_fanatic]

I have a whole house filter, plus there is a filter on my refridgerator's water dispenser. The water from there tastes just as good as bottled, although I do admit to a love affair with Dasani bottled water - mmm-mmm.

[CT-Freeper]

Sorry for the double post - not sure what happened. I don't think I hit the post button twice.

[brownsfan]

"Awww, come on - they were just horsin' around!"

Oh Willlllbur.

[theBuckwheat]

What does the wide distribution of bottled water from Fiji demonstrate about the popular opinion that there is a "shortage" of water?

It should prove once and for all that there is *no such thing* as a "shortage" of water. It only proves that a lot of people today are prosperous enough to import whatever water they want to consume, no matter how unfounded those reasons may be.

Indeed, as anyone who cares to consult what FedEx charges for overnight delivery to their most obscure and remote office in Africa or China, for well less than $100, a liter of Fiji water can be delivered to just about anywhere on earth in just a few hours.

The only "shortage" of water is shortage of inexpensive water of the desired quality.

And the same thing can be said for petroleum products.