The PR stunt soon made up-and-coming model Kelleth Cuthbert – AKA ‘Fiji Water Girl’ – famous as memes began to circulate the Internet:
Fiji Water starting off the year right with the best publicity stunt ever pulled. pic.twitter.com/KOltHRy6Eu
— Lili Reinhart (@lilireinhart) January 8, 2019
— ENDGAME (@wingardiumbrad) January 7, 2019
— Mathew Steinberg❄️ (@mathewsteinberg) January 7, 2019
— imamess (@SGFGrowyso) January 7, 2019
Yet although a large number of social media users saw the humorous side, Golden Globe attendee Jamie Lee Curtis has criticised the brand for not seeking permission from celebrities to take their photograph next to the products.
Yesterday, the actress took to Instagram to share an image of herself gracing the red carpet (with ‘Fiji Water Girl’ in the background) alongside a caption expressing her anger.
“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.”
The actress continued: “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. The sponsors of events need to get permission from people when they get them to take their picture next to products.”
Unsurprisingly, the post left fans divided.
Some took to the comments section to support the 60-year-old, as one wrote: “Jamie Lee Curtis has every right to be ticked off. She specifically stated she didn’t want to be photographed with them. Just because a person is a celebrity, does not mean that they are public property.”
While another agreed, adding: “Whoever was in a picture with her should have to be paid, I would speak to a lawyer”.
But others were less than impressed with the actress’ concerns with fans still obsessing over #FijiWaterGirl regardless of the company’s blatant PR stunt.
“I don’t believe you’ll ever be ‘upstaged’ by a Fiji Water Girl,” one wrote.
While another commented: “Will we be required to sign waivers to stand next to someone next? I did not see this as an endorsement by you at all.”
Either way, ‘Fiji Water Girl’ undoubtedly stole the conversation at this year’s Golden Globe Awards and whether we agree with it or not, the press plot is sure to boost her modelling career.
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