Kona Brewing Launches “Dear Mainland” Integrated Ad Campaign Today Created by Duncan/Channon
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MyBeer Buzz
From Kona:
SAN FRANCISCO, CA and KAILUA-KONA, HI – May 12, 2014 – Hawaii-born and bred craft brewery Kona Brewing Company today unveils its first integrated advertising campaign and largest media investment to date. Created by independent agency, Duncan/Channon, the new “Dear Mainland” campaign features two Hawaiian brothers commenting on “common mainlander customs,” such as multi-tasking and the short-lived happy hour. In their own distinctive way, the brothers suggest that viewers should slow down, take a breath, enjoy time with friends and family, and focus on the parts of life that matter most. The campaign includes TV, radio, online, and outdoor elements.
“Building on more than a decade of robust sales and distribution in 40 states, we’re incredibly excited to further increase awareness for Kona Brewing among the rapidly growing U.S. audience for craft beers," said Aaron Marion, Brand Manager at Kona Brewing. “The ‘Dear Mainland’ campaign truly captures the unique Hawaiian spirit of Kona Brewing and, in a fun way, delivers our message that reconnecting with family, friends and community is what truly matters. We’re confident that the campaign’s message is not only going to resonate with consumers on the mainland, but also get them to try our world famous Liquid Aloha brews.” 
“Dear Mainland” breaks May 12th in the Orlando, San Diego, and Los Angeles markets and will run throughout the summer. The campaign promotes the Kona Brewing Company brand and two of its core beers, Longboard Island Lager and Big Wave Golden Ale. To help capture the distinct cultural perspective of Hawaii, the TV spots were shot on location on the Big Island of Hawaii with a cast of locals.
“Hawaii has a much different cultural perspective than that of the mainland. There’s a different sense of time, a different set of priorities. Hawaiians understand how to prioritize time to connect with family and friends,” said Executive Creative Director Parker Channon. “Our campaign encourages overworked mainlanders to take a more Hawaiian approach when it comes to work/life balance. And sharing a good beer with those that matter most is a fine place to start.”
To view the new campaign, please visit http://www.duncanchannon.com/2014/05/dear-mainland-check-out-our-first-work-for-kona
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