Sophie Chen
Sep 24, 2013

Kulara Water launches campaign for new mineral water brand in Cambodia

PHNOM PENH – Kulara Water has launched a new campaign for its mineral water brand Eau Kulen.

wide player in 16:9 format. Used on article page for Campaign.

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.”

Just Published

3 hours ago

10 things agencies can do to end long hours

The long hours culture is created by things that are both in and out of an agency’s control. Here are some suggestions of what they can change.

3 hours ago

Five of the best ads from Campaign's Global ...

From Uber Eats to the New Zealand election, here is the work that puts Special Group at the top of the game.

5 hours ago

DDB reveals global 'Unexpected Works' repositioning

The global network revealed the new positioning on a billboard in a sheep farm in New Zealand.

5 hours ago

Cannes Lions 2021: Microsoft wins Creative Marketer ...

Award is given annually to an advertiser with a body of creative and Lion-winning work over a sustained period of time