Those who love a good holiday in Fiji will be tickled pink with the news that Kava importation into Australia will be legal from December.
To celebrate, FijiKava, the world’s first listed kava company has released a cheeky campaign with Publicis Worldwide called Calm your inner Karen.
Targetting consumers who may be looking for alternative non-alcoholic ways to relax, advertising will feature a message encouraging Aussies to calm themselves with Kava – a drink Fijians have long touted to 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.”