Lifting of import ban triggers Australia’s first marketing campaign for Kava

Publicis Worldwide has created a campaign for ASX-listed FijiKava to mark the change in Australian legislation to allow imports of Fiji’s national drink.

The Calm your inner Karen marketing push – a reference to “uptight Karens” – will include out of home and radio ads that will promote the alcohol-free beverage as a relaxing way to unwind.


Australian’s can sample the drink – which is claimed to support muscle recovery, improve mental wellbeing and aid sleep – at the country’s first pop-up Fijian Kava Bar in West End Brisbane.

Publicis Worldwide executive creative director, Ryan Petie said: “We all have an inner Karen that comes out when we’re sleep-deprived or anxious. FijiKava can help us all keep our Karen moments at bay.”

The campaign’s media planning and buying was overseen by Zenith.


Creative Agency: Publicis Worldwide

Executive Creative Director: Ryan Petie

Executive Strategy Director: Mike Redfern

Copywriter: Anais Read

Art Director: Tim Harding

Media: Zenith


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