Kona Brewing Company’s “Bruddahs” Return This Summer in New “Dear Mainland” Integrated Ad Campaign | Business Wire
KAILUA-KONA, Hawaii–(BUSINESS WIRE)–Weekend fun may be closer than you realize if you’re willing to slow
down, appreciate the moment and trade in your weekdays for “Teeny, Tiny,
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 and
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
“Little Friday.” You heard of TGIF. Now learn about TGITTF. https://youtu.be/nox2Nwmwr0g
“Itself” reminds us there are more important, non-work-related
deadlines to meet. https://youtu.be/hjD9AHtoAUM
“FOMO” pokes fun at of the social anxiety caused by the Fear of
Missing Out. https://youtu.be/S7KxzSpC-OI
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).
About Kona Brewing Co.
Kona Brewing Co. was started in Kailua-Kona on Hawaii’s Big Island 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. Today, Kona is Hawaii’s largest and
favorite craft brewery, known for top-selling flagship beers Longboard
Island Lager and Big Wave Golden Ale and award-winning innovative
small-batch beers available across the Islands. 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 packaging materials.
Kona Brewing has become one of the top craft beer brands in the world,
while remaining steadfastly committed to its home market through a
strong focus on innovation, sustainability and community outreach. For
the second year in a row, the company sold more than 1 million cases of
Liquid Aloha in the Islands. To meet growing demand in Hawaii for its
beers, Kona Brewing is investing $20 million to build a new
30,000-sqaure-foot high-efficiency brewery in Kailua-Kona capable of
producing 100,000 barrels (BBLs) per year. The new brewery is scheduled
to open in 2018.
For more information, call 808-334-BREW or visit www.KonaBrewingCo.com.