Publicis Worldwide has launched a ‘Calm your inner Karen’ campaign for FijiKava, the world’s first listed Kava company based in Australia.
The launch coincides with the change in Australia’s legislation, which allows the importing of Fiji’s national drink and natural medicine, Kava, from December 1.
The campaign, with a cheeky reference to uptight Karens -- entitled and demanding people -- targets consumers seeking non-alcoholic ways to unwind.
Activity includes OOH and radio, with messaging calling for Australians to calm themselves with Kava, a drink Fijians have long touted to be a natural source of relaxation that supports muscle recovery, increases mental wellbeing and aids sleep.
The agency created Australia’s first pop-up Fijian Kava Bar in West End Brisbane, where FijiKava hosted a traditional Kava drinking ceremony and Fijian Meke Dance, serving Kava cocktails and canapés for guest media.
Anthony Noble, CEO of FijiKava, says opening the way for drinking Kava to be sold in Australian retail outlets will also allow for Kava bars to serve Kava-based drinks, a craze that has been sweeping the US.
Dr Noble: “We have seen hundreds of Kava bars appearing all around the US with 56 Kava bars in Florida alone. The appeal is part of the growing non-alcoholic market of consumers looking for healthier and natural ways to invite calm.”
Publicis Worldwide executive creative director, Ryan Petie says the world needs Kava.
“We all have an inner Karen that comes out when we’re sleep-deprived or anxious – just ask my wife and kids. FijiKava can help us all keep our Karen moments at bay,” he says.
Media strategy and buying is by Zenith, with further campaigns to follow in 2022.
Agency credits:
Creative Agency: Publicis Worldwide
Executive Creative Director: Ryan Petie
Executive Strategy Director: Mike Redfern
Copywriter: Anais Read
Art Director: Tim Harding
Design Director: Dan Braithwaite
PR Director: Erika Rutledge
Account Director: Essie O’Shaughnessy
Producer: Britt Groom
Production: Compadre Pictures
Photographer: Sam Scoufos
Retouching: Derek Leong
Hair & Makeup: Tina Harper
Media Agency: Zenith
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