Bold, ‘kaw’ flavours shine through in new Karta campaign

Coconut water brand, Karta, has adopted the succinct Malaysian expression ‘kaw’ to communicate its unique rich and bold taste.

This distinct taste was picked up by consumers in a blind taste test conducted by lead agency Muma Malaysia at the campaign development phase and it is this distinguishing selling point that birthed the ‘So Kaw-Kaw-Nut’ creative idea.

When a coconut becomes a Kaw-Kaw-Nut

Living in the tropics with sunny days all year round, everyone is familiar with the refreshing and hydrating benefits of coconut water. With sophisticated palates to discern even the slightest distinction, the richness of Karta’s pure coconut flavour got the thumbs up from over 80 per cent of respondents.

Karta’s conveniently packed ready-to-drink is made from 100% pure coconut water with no additives. Packed with electrolytes to replenish fluid loss from sweat and physical activity, it is nature’s ultimate hydration from fruit to you.

Thompson Chuah, Head of Marketing, Signature Brands at Kara Marketing said, “Muma has created a strong campaign concept that communicates the distinguishing feature of Karta coconut water, perfectly encapsulated in one word that every Malaysian knows.”

“And as a testament to their creativity, they took it even further with a brilliant play of words to rhyme with our core ingredient, the coconut. It is invigorating to work with a partner who understands our product and finds the best way to communicate with our consumers.”

The award-winning boutique agency worked with film director Gavin Simpson and Directors Think Tank to produce a humorous 30s video that invites everyone to enjoy the rich and bold flavours of Karta coconut water and unleash their vivacious and ‘kaw’ personality to the world.

Simpson, a celebrated creative leader turned commercial film director said, “‘The So Kaw-Kaw-Nut’ storyboard was already bursting with fun and personality, and my job was to match that energy and playfulness on screen and convey it to the audience.”

The campaign launched in May on digital OOH and social media, with trade support through in-store POSM and mobile activation.