“Calm Your Inner Karen!” Publicis Worldwide Launches New FijiKava Campaign

“Calm Your Inner Karen!” Publicis Worldwide Launches New FijiKava Campaign
B&T Magazine
Edited by B&T Magazine



Publicis Worldwide has launched its new ‘Calm your inner Karen’ campaign for FijiKava.

The launch coincides with a new change in Australian legislation, allowing Kava importation from December 1st.

The campaign targets consumers who may be looking for alternative non-alcoholic ways to relax.

OOH and radio advertising will feature a message encouraging Aussies to calm themselves with Kava – a drink Fijians have long touted wo be a natural source of relaxation that supports mental wellbeing, muscle recovery and aids sleep.

Publicis Worldwide will also open Australia’s first pop-up Fijian Kava Bar in West End Brisbane.

The pop-up bar will host a traditional Kava drinking ceremony, Fijian Meke Dance, and serve Kava cocktails and canapés for guest media.

CEO of FijiKava, Dr. Anthony Noble, said: “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 Pettie, added: “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.”

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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