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.
Credits
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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