Kona Brewing’s “Bruddahs” Return This Summer in New “Dear Mainland” Integrated Ad Campaign

That’s the advice from one of three new television commercials from Kona Brewing Company that begin airing in San Diego, Sacramento, Seattle and Orlando on May 16.

The 30-second spots are part of Kona Brewing’s multi-million dollar integrated marketing campaign, “Dear Mainland,” which includes TV, online and social elements.

Dear Mainland features the return of the larger-than-life but laid-back Hawaiian “Bruddahs” who like to offer up humorous, but helpful, anecdotes to common mainlander customs. Together, the Bruddahs suggest that viewers put their boo-koo bucks careers and all-work-and-no-play lifestyles on hold – just long enough to enjoy some of Kona Brewing Company’s award-winning Longboard Island Lager and Big Wave Golden Ale.

“When we first launched the Dear Mainland campaign, we were blown away by the positive response. People loved the easy-going banter & distinct local perspective of the Bruddahs – especially since so many of us are leading increasingly busy, multi-tasking lives,” said Cindy Wang, director of brand marketing for Kona Brewing Co. “We’re really excited to bring this latest installment of sage island wisdom to the mainland again this summer and look forward to introducing more people to Kona’s great-tasting craft beers as we expand into new markets.”

Each commercial opens with the Bruddahs addressing viewers directly with “Dear Mainland.” From their lushly tropical base in Hawaii, they then proceed to suggest island-style alternatives to common mainlander customs.

To capture the spirit of Hawaii’s unique island culture, Duncan/Channon, the award-winning independent advertising agency based in San Francisco, shot all three spots on location in Hawaii with a local cast. The Bruddahs are played by Kona resident Dave Bell, the aloha-shirted sage. Ukulele player Blake “Brutus” La Benz from Honolulu, provides comedic support with on-point facial expressions and short quips.

“The ‘Dear Mainland’ campaign resonates because it captures what’s special about Hawaii’s spirit and unique cultural perspective,” said Executive Creative Director, Parker Channon. “This new work builds on the same idea, highlighting the fact that people from Hawaii understand – maybe better than anyone – what’s truly important: family, friends and our connection to the natural world.”

The commercials will air from May 16 through September 4 during local Major League Baseball games in Seattle, Orlando, San Diego, and Sacramento/San Francisco. In addition, the television schedule will include spots airing across broadcast and cable networks in Seattle, Orlando, and San Diego. The campaign will also include a strong digital video push on Hulu and Spotify, and on key social platforms such as YouTube, Facebook and Instagram.

The Dear Mainland campaign debuted in 2014 with two spots. “Sad Hour” suggested that we reserve one hour a day for the stuff we don’t like doing so that the other 23 can be happy hours (www.youtube.com/watch?v=f6WKfhj1lE0). The second, “Single-Tasking,” introduced the concept of doing just one thing at a time – for example, drinking a Kona Brewing beer (www.youtube.com/watch?v=Kf34-wXdl3k).