KUALA LUMPUR, MALAYSIA – In a vibrant collaboration between Karta and creative agency Muma Malaysia, the coconut water brand is making waves with a campaign that speaks the language of its people. Enter “kaw”, the beloved Malaysian expression used to describe something strong, intense, and absolutely satisfying. It’s this very sentiment that forms the backbone of Karta’s latest brand push, boldly dubbed “So Kaw-Kaw-Nut.”
We all know coconut water is good for you but Karta isn’t just another bottle on the shelf. It’s 100% pure, with no additives. And the difference was one you could taste, with a richness that 80% of consumers could taste and vote for in blind testing. Tapping into this sensory standout, Muma Malaysia crafted a personality for the product. It’s confident and lively and knows it tastes better.
Teaming up with Gavin Simpson and Directors Think Tank, the campaign comes to life in a punchy 30-second spot that’s full on “kaw” energy.
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.”
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.
