Positioning itself as Cambodia’s first healthy, natural mineral water, the brand was launched by the company in mid-June.
The campaign, developed by Champagne Communications, focuses on Eau Kulen’s provenance and will run across TV, radio and print until the end of November.
The agency capitalised on local resonance for the campaign, which combines ancient Khmer mythology with contemporary relevance. “With so much discussion around global brands, the power of local provenance and specificity is often over-looked,” said Karen Marquez, account director at Champagne Communications.
“The beverage category is pretty competitive and the No.1 media spender among all categories,” she told Campaign Asia-Pacific. “Water places as the third spender among the non-alcoholic beverage category. In this market, TV is the priority medium and that’s why all categories allocate about 90 per cent of their media budget to this medium.”