SAN FRANCISCO, CA and KAILUA-KONA, HI--(Marketwired - 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.
About Kona Brewing Company
Kona Brewing Company was started in the spring of 1994 by father and son team Cameron Healy and Spoon Khalsa, who had a dream to create fresh, local island brews made with spirit, passion and quality. It is Hawaii's first and largest craft brewery and is best known for flagship beers Longboard Island Lager and Big Wave Golden Ale. The Hawaii-born and Hawaii-based craft brewery prides itself on brewing the freshest beer of exceptional quality, closest to market. This helps to minimize its carbon footprint by reducing shipping of raw materials, finished beer and wasteful packaging materials. The brewery is headquartered where it began, in Kailua-Kona on Hawaii's Big Island. For more information call 808-334-BREW or www.KonaBrewingCo.com.
Duncan/Channon (www.duncanchannon.com) is an integrated, independent, full-service ad agency, ranked among the top 10 in the Bay Area by the San Francisco Business Times. Duncan/Channon specializes in launching and re-launching brands and has won first prize in the Rebrand 100 competition. Current clients include StubHub (an eBay company), Sephora, Kona Brewing Company, Hard Rock and John Muir Health. Duncan/Channon was founded in 1990 and is housed in an historic building in San Francisco's financial district, one floor below its historic penthouse lounge, the Tip.