There's something a little bit fishy about the Fiji Water girl meme.

We need to talk about the biggest international bottled water conspiracy of our time.

You see, at this year’s Golden Globes there was one clear star.

The person who garnered the most media attention around the world wasn’t an actor or a director or a screenwriter, or even the partner of a more famous spouse.

It was a former mental health and addiction counsellor named Kelleth Cuthbert.

Kelleth, who is now a model, walked the red carpet at Sunday night’s award ceremony in a long navy gown. In her hands was a silver tray holding several bottles of Fiji Water.

She appeared in photos behind The Bodyguard’s Richard Madden, Crazy Rich Asian’s Constance Wu, Idris Elba, Amy Adams, and Jim Carrey, just to name a few.

Within just minutes of the red carpet coverage commencing, Kelleth became known as the #FijiWaterGirl. Her ability to photo-bomb some of the biggest names in Hollywood, while shooting the camera a knowing look, made her an instant social media sensation.

It wasn’t long until Twitter and Instagram were saturated with memes like this:

A real star is born. #FijiWaterGirl #GoldenGlobes pic.twitter.com/tKWJpXi8iU

— Ashley Bulayo (@ashleeeybash) January 7, 2019

so glad @FijiWaterGirl is now hosting the @goldenglobes #Fiji #GoldenGlobes pic.twitter.com/IZfbnxXgnX

— welcome (@tohollyhood) January 7, 2019

When you introduce one friend to your other friend but they end up becoming closer to each other than you. #fijiwatergirl pic.twitter.com/F1O6SnJQ4r

— êm (@emilyloughh) January 7, 2019

Omg! Hilarious! QUICK! Someone tag the @FIJIWater girl from the #GoldenGlobes! She’s my new favorite person. ???? #FijiWaterGirl pic.twitter.com/RA7HlEJ9xs

— Cassandra Craven (@CravenCassandra) January 7, 2019

#FijiGirl #fijiwatergirl honestly dis my life pic.twitter.com/fGKvWIOgtN

— Some_random_bitch (@Matiiii01) January 7, 2019

She’s always been there… #FIJIWaterGirl pic.twitter.com/ebRuFlKGdn

— Baxter T. Dog (@Baxter_DeWitt) January 7, 2019

ME: new year new me!

LIFE: sounds like you need water!#fijiwatergirl pic.twitter.com/TKF0xwyLgr

— katy baby (@khaoskaty) January 7, 2019

We all know who stole the show tonight #fijiwatergirl #fijiwatergirlgoldenglobe #fijiwater #watergirl #goldenglobes pic.twitter.com/RssjMtTovS

— grim talent (@TalentGrim) January 7, 2019

It seemed like the Golden Globes had gifted us an expected gem from meme heaven. That Kelleth just happened to appear in the background of some of the most published photos from the event. That her expression just happened to be very meme worthy. That Fiji Water just happened to become a trending hashtag.

But I smell something… fishy. 

Is the first meme of 2019 actually the result of cleverly executed viral marketing campaign? Did we all just unwittingly give Fiji Water millions of dollars in free advertising?

Probably.

While the ceremony was still going, Fiji Water posted a collage of Kelleth’s best moments on their Instagram… almost as if they were in on the joke.

Suss.

The caption reads: “And the award for Best Supporting Actress in Every Picture goes to… #FIJIwatergirl”.

 

View this post on Instagram

 

And the award for Best Supporting Actress in Every Picture goes to… #FIJIwatergirl

A post shared by FIJI Water (@fijiwater) on Jan 6, 2019 at 9:01pm PST

Then this morning Kelleth created a Twitter account. At the time of publishing it already has over 1000 followers.

Hello Twitter! This is the official account! #fijiwatergirl #fijigirl pic.twitter.com/O4uNK4Pagk

— Kelleth Cuthbert (@kellethofficial) January 7, 2019

So, within the space of 24 hours, Kelleth has become one of the most recognisable faces in the world. And Fiji Water has become one of the most talked about brands on social media.

All because of… us.

And we didn’t even get a free bottle of water.  ¯\_(ツ)_/¯