#FijiGirl wins the internet

“The biggest winner of the night at the Golden Globe Awards may have been Fiji Water,” said Zack Guzman in Yahoo.com. The squarebottled brand scored a marketing coup at the awards show, thanks to model Kelleth Cuthbert. Her relentless photobombing in a conspicuously bright dress as she handed out water on the red carpet earned her instant social media fame. The analytics firm Apex Marketing Group estimated that Fiji would have had to spend $12 million on ads to create the buzz drawn by Cuthbert, who became a viral meme, with photos hashtagged #FijiGirl and #FijiWaterGirl showing her walking on the surface of the moon and standing by as Lee Harvey Oswald is assassinated. Whether her pervasive presence was intended wasn’t entirely clear, though Cuthbert hinted it was not accidental in an interview with the Los Angeles Times. “It’s all strategic,” she said. “You’ve got to angle.”