In what seems likely to go down in history as the best return on marketing investment for a water brand, Fiji went viral after its paid water-distributing model captivated audiences from her post on the Golden Globes red carpet. The striking brunette — dubbed the Fiji Water Girl — seemed to glow in pictures even behind such larger-than-life personalities as Lady Gaga.
But not everyone found the product marketing opportunity to be a fun meme and nothing more. Actress Jamie Lee Curtis unleashed her thoughts on the matter in a lengthy Instagram caption on a photo showing her posing on the red carpet in front of the Fiji model.
"So, my husband, who doesn’t look at a lot of show business news sites, just mentioned that I was on the CNN website," she wrote.
"I specifically moved away from the blatant promotions by Fiji and Moet where young women with their trays filled with their wares stood near a designated camera. I knew why there was a photographer poised there and I moved away as I said out loud that I didn’t want to be doing advertising for either. Clearly this angle shows that I moved from her being behind me and yet from the side it still happens."
Her opinion is that even official sponsors of the event should not have carte blanche access to celebrities. "The sponsors of events need to get permission from people when they get them to take their picture next to products," she wrote.
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