Muma Malaysia and Karta create ‘So Kaw-Kaw-Nut’ campaign to highlight bold coconut flavour

Coconut water brand Karta has adopted the succinct Malaysian expression kaw to highlight its uniquely rich and bold taste. This distinctive flavour profile stood out in a blind taste test conducted by lead agency Muma Malaysia during the campaign development phase, and it inspired the playful creative idea: So Kaw-Kaw-Nut.

Living in the tropics, with sunny days year-round, Malaysians are no strangers to the refreshing and hydrating benefits of coconut water. With increasingly refined palates, local consumers can detect even subtle differences in flavour. In fact, over 80% of respondents in the taste test gave Karta’s rich, pure coconut flavour a resounding thumbs up.

Karta’s ready-to-drink coconut water is made from 100% pure coconut with no additives. Conveniently packaged and packed with electrolytes to help replenish fluids lost through sweat and physical activity, it delivers 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.”

Muma 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.