A friend of mine has recently become a convert to Fiji Water. He’s tried several times to tell me how much he likes it, how much better it non-tastes than other waters, but I still find myself skeptical. I finally suggested the ironic term “vibrantly neutral” to describe it, but he actually embraced it.
As I thought about this, I came to the conclusion that what was going on was something remarkable. Several hundred years ago, in “Hamlet,” William Shakespeare made a wonderfully dirty joke out of “nothing.” A bit over a decade ago, Jerry Seinfeld made his fame and fortune off a television show about “nothing.” And now, the bottled water manufacturers have made a whole (very profitable) market out of “nothing.”
It’s been observed that there is only one company that, when you reverse its name, describes its customers to a “T.” If Evian actually
made produced sold this “Fiji Water,” it could be argued that they had achieved perfection.