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
