Fiji water, Cleveland go the rounds. Cleveland by knockout.

Here’s a lesson.

Don’t think the city of Cleveland won’t fight back when you take an unexpected sucker punch. Fiji water did it anyway when it ran an ad for the bottled water that said “The Label Says Fiji Because It’s Not Bottled in Cleveland.”

Oh no you didn’t. Cleveland stepped up to the plate and ran tests on the water that found 6.3 micrograms of arsenic per liter in the glorious Fiji water. Cleveland’s water system had zero arsenic. The stuff can cause brain damage. Fiji’s response (and it was a weak response) was that they only found 2 micrograms of arsenic in their water.

Nobody cared about the ad until it became a conflict. Conflict is one of the most attractive things to the media, but it’s the one thing you have to be the most cautious about.