Besides being a landmark in the careers of certain actors and actresses, the Golden Globe Awards also worked wonders for Fiji Water. This was solely due to the model who photobombed top stars like Idris Elba and Jamie Lee Curtis. Apex Marketing Group, a marketing analytics firm has stated that the water company made a Golden Globes record for earned impressions. If the firm wanted similar kind of buzz through traditional means of advertising, it would have had to shell out $12 million on ads. Fiji Water model Kelleth Cuthbert was clicked in the background of top stars on the red carpet.
“Since this went viral it took the [brand] exposure to a new level not seen in prior Golden Globes,” Apex Marketing Group President Eric Smallwood told Yahoo Finance. “Every table had Fiji, Lindt chocolates and Moët strategically placed during the broadcast, but this was done in prior years as well,” he further said. Kelleth who is now quite a star told Los Angeles Times in an interview that she did it intentionally. “You’ve got to angle,” she said. Well, what she did equals $12,006,579 in paid advertising. Even Fiji Water has paid a compliment to Kelleth on their Twitter handle.