FijiKava encourages Aussies to ‘calm your inner Karen’ in new campaign via Publicis Worldwide
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 1st December.
With a cheeky reference to uptight ‘Karens’ everywhere, the campaign targets consumers who may be seeking alternative 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.
To celebrate the open retail market of Kava in Australia, 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.
Dr. Anthony Noble, chief executive officer 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 in recent years: “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 now more than ever: “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.
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
10 Comments
Love the visual!
This is not a great choice since your target for buying items for households is middle aged women who often very unfairly all get put in the category of Karen if they dare to open their mouths about pretty much anything. I can see you’re trying to make it fun but it’s actually really sexist and no appealing to women of most ages.
read the following to see my point on this… https://www.smh.com.au/national/thanks-for-noticing-us-gen-z-but-we-need-to-talk-about-karen-20200213-p540mv.html
And won’t sell a thing
It’s an enticing-looking ad, but maybe a bit of foundation work introducing kava would be a useful strategy.
1. Let’s alienate our target audience
2. Let’s do nothing to explain a new product in an already oversaturated category.
Funny enough gag but it aint helping nobody.
Haters, this isn’t necessarily targeting female buyers. If it was, it would likely have a female face, would it not? Not sure how it’s alienating any target audience – it’s a similar creative strategy to Snickers’ You’re Not You When You’re Hungry, ie, you turn into a bitchy Karen when you’re sleep deprived. Talk about reading too much into something and shitting on something for the sake of shitting on something. And who cares if you know what kava is or not – the only thing that matters is whether it helps you sleep better and not be a Karen, or not. Lastly, like tossing the word ‘bogan’ around, no one thinks of themselves as bogan, nor do they take offence to it. If they did, Kath & Kim would have been a flop, insulting the very audience watching it. No one thinks they’re a Karen, they think everyone else is. Man, talk about a shit crowd.
Sounds like you’re hungry.
Need some kava?
Live a little!
Read the article. Clearly written by a Karen.