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The taste of Fiji

Foster's Group Pacific Ltd
Wednesday, November 21, 2012

Today, the market is rapidly changing and Fiji Bitter has to move with time, therefore a Fiji Bitter makeover was vital in growing the Fiji Bitter brand. Of all the promotional tools we implement, sponsorship in particular to help build the image and brand equity at a time when traditional media platforms are jumbled with advertising. In an environment where it is difficult for any brand to stand out, sponsorship provides real breakthrough and an ability to connect and communicate on a personal and emotional level with our consumers.

Any Fiji Bitter sponsored event attempts to form a genuine connection between brand and consumer. As the Fiji Bitter brand continually look for ways to reward its loyal consumers in the environments in which it is most receptive, Fiji Bitter sponsorship provides a way to positively reinforce our brand values. Sports sponsorship has proven to be positively received and embraced by the Fiji community and demonstrates the real power of effectively connecting with what the community values as important to them.

To maximise the impact of any Fiji Bitter sponsorship, we as sponsors always ensure that the Fiji Bitter brand:

*Find the right brand fit

*Focus on adding value for the loyal consumers

*Mix the sponsorship into the brand's (Fiji Bitter)overall communications strategy

We are constantly reviewing and striving for better ways to connect with our loyal consumers with the ideal of making any Fiji Bitter sponsored event bigger and better in the future and we constantly endeavour to refine the way Fiji Bitter connects with our consumers. Fiji Bitter is an icon brand and we always endeavor to enhance and maintain the reputation of Fiji Bitter's success and become a model for other brands, our mission is to provide the best for our loyal consumers and overseas visitors with the taste of Fiji.

An important aspect of our sponsorship is to create a positive emotional attachment to Fiji Bitter which creates a response and experience unique to our brand. Some important values of the Fiji Bitter brand are; pride, tradition & values, togetherness, socialising and friendship, but it is the feeling and the anticipation of that feeling that Fiji Bitter conveys most impressively.

Constructive emotional bonding comes from a commonly beneficial relationship built on trust, understanding, and support. These are the qualities that often separate colleagues from friends, and friends from family. Fiji Bitter promises to deliver positive, relevant, and unique events whenever or wherever the brand is involved.

Below are some Fiji Bitter Sponsored Events:

*The Fiji Bitter Suva Rugby team (current holders of the Farebrother Sullivan Trophy)

*A large variety of local Fiji Bitter Rugby 7s tournaments including big events such as the Fiji Bitter Marist 7s and localised grassroots events like the Fiji Bitter Gaunavou 7s.

*Localised Fiji Bitter snooker tournaments, chess, darts.





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