Kona Brewing Company: Dear Mainland

Date: May 2017
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At a time when Americans are leaving millions of unused vacation days on the table and spending more time in front of screens than ever before, Kona Brewing Company and the larger-than-life but laid back Hawaiian “Bruddahs” from the “Dear Mainland” campaign are back to playfully suggest that shifting our priorities might help us enjoy life more.

In new digital videos created by Duncan Channon that launch May 8, the Bruddahs humorously remind us to get out and have some real-life fun as they “review” a few of the ways we get stuck to our screens – whether to catch up on the latest reality television feud, crush a mobile game, or check out a viral cat-in-funny outfit video. Kona is also releasing short-form videos that feature the brothers’ responses to fictional letters from mainlanders asking advice on life situations, such as a keyed up boss labeling every email urgent.

The videos are part of Kona Brewing’s evolution of the integrated “Dear Mainland” campaign, which includes new retail components, a partnership with the AVClub.com and new localized TV creative for five California regions: Los Angeles, Orange County, San Diego, Sacramento and San Francisco. The new elements will complement airing of existing TV spots “Little Fridays,” “FOMO” and “Sad Hour” due to their continued success with audiences.

The Dear Mainland campaign, which juxtaposes the easy-going and distinctly local perspective of the Bruddahs with common all-work-no-play mainlander pressures, has driven significant business growth for Kona Brewing Company since its 2014 launch. After the first year, Kona saw a 37 percent sales lift in markets where the campaign aired – the third highest lift recorded by IRI in 12 years. In 2016, Kona recorded an additional 15 percent growth over the previous year’s record in campaign markets.

Credits

Anne Elisco-Lemme, executive creative director

Parker Channon, creative director

Niki Calinos, associate creative director

Jessica Wyatt, art director

Account:

Rachel Hermansader, group account director

Meghan Mast, sr. account executive

Production:

Keenan Hemje, integrated producer

Kona Brewing Co.

Ken Kunze, chief marketing officer

Cindy Wang, director of brand marketing

Widaliz Quinones, brand manager

Kristie VanDomelen, assistant brand manager

Production & Post Production teams

Novus Select:

Rex Lint, DP

Josh Marianelli, Producer

Bryan Liscinsky, AC

Palmer Taylor, Sound Recordist

Marina Rich, Hair & makeup, Stylist

Dane Henry, Lead Editor

Sean Davis, Assist Editor

Nich Adam, Post Production Manager

Mark Pitchford / MSquared Productions, Sound

Kurt Zhuang, Color

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