Jan 09, 2009 at 07:12 PM
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The Fiji Water Girl may have set the world on fire at last week's Golden Globes, but the truth is the bottled water brand is no stranger to the red carpet. In fact, after going viral less than a week ago, Fiji Water was back at it as a sponsor of last night's Critics Choice Awards.

Though the brand has sought to be more sporty with partnerships in recent months, the LA-based brand's bread and butter is the red carpet, serving up sponsorships at such institutions as American Film Institute, Golden Globes, InStyle Awards, Critics Choice Awards, Primetime Emmy Awards, SAG Awards, Tony Awards and Grammy's; among others.

"We look for brand ambassadors who have style, confidence, and professionalism to represent [Fiji Water] with A-list celebrities," Clarence Chia, VP of marketing and e-commerce at Fiji Water told PRWeek.

The sponsorship activation ended up earning the water brand the equivalent of $12 million worth of advertising according to marketing analytics firm Apex Marketing Group, though not everyone was a fan...

Despite the criticism, Fiji Water is in full capitalization mode. For a small price ($50) you can even now play the part of serving Hollywood's A List with Fiji Water Awards Show Pack!