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Kona Brewing Company’s New “Dear Mainland” Campaign Rolls Out Today

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 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.

The :15 videos are part of Kona Brewing’s evolution of the successful integrated “Dear Mainland” campaign, which is expanding to include TV, digital video and retail components, as well as new localized TV spots in Los Angeles, Orange County, San Diego, Sacramento and San Francisco.

The Dear Mainland campaign created with Duncan Channon, 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.

“Kona’s Dear Mainland campaign has been successful because people love the light-hearted way our ‘Bruddahs’ deliver the relatable and much-needed reminder to step outside their daily routine and make time for what matters most to them,” said Cindy Wang, senior director of brand marketing for Kona Brewing Co. “That’s why we’re excited to showcase their special brand of Hawaiian wisdom in new formats beyond traditional TV spots and create hyper-local ways to engage new audiences.”

“We know people are guilty of spending time online at the expense of other meaningful, relaxing or fun experiences, so it makes sense for us to reach our audience on social to deliver Kona’s good humored message about screen time,” added Wang.

Created by San Francisco’s Duncan Channon, a 2016 Ad Age Small Agency of the Year, the digital videos were shot in Hawaii at Kikaua Point Park, Kailua-Kona with Waimea resident Dave Bell and Blake “Brutus” La Benz from Honolulu. Three :15 second videos will run May 8 through September 3, 2017 on Facebook and Instagram:

  • Kona Reviews: Phone Apps” – pokes fun at the mobile game phenomenon and gamification that keeps Americans chained to their phones
  • Kona Reviews: Reality TV” – tongue-in-cheek reference to reality TV drama that contrasts with the serene experience of drinking a cold Kona beer at the beach
  • Kona Reviews: Viral Videos” – reminds us that there may be more fulfilling things to do and discover in life than the latest viral cat video sensation

“The Kona brand is all about encouraging people to slow down, breathe and connect with what matters – family, friends, nature, experiences,” said Anne Elisco-Lemme, executive creative director, Duncan Channon. “In the new creative, the brothers’ tongue-in-cheek banter about pop culture content that keeps us chained to our screens reminds us that we sometimes need to put down the phone, turn off the TV or close that YouTube video to get out and enjoy life.”

Duncan Channon also produced a series of short-form videos called “Dear Kona,” which will run on Facebook and Instagram during the same time period. The videos feature the Bruddahs’ responses to fictional letters from mainlanders asking advice about how to deal with life situations, such as an amped-up boss labeling every email “urgent.” View the videos here:

As part of Kona’s 360 degree approach to reach audiences no matter where they are, Kona also partnered with CBS to create dedicated local TV creative that offers the Bruddahs’ laid-back view on the local values of five California counties: Los Angeles, Orange County, San Diego, Sacramento and San Francisco. The localized TV spots will air in each market exclusively on Thursdays – the day of the week the Bruddahs want people to treat like “Little Fridays”  by making time to enjoy themselves. Kona will also encourage fans to put a little “Friday” into everyday giving away a weekly prize through a new “Little Friday” online sweepstakes, which will be promoted on social media and in retail stores. Consumers can enter starting May 8 at: www.konabrewingco.com/littlefridays.

The brand teamed with the AV Club to bring music artists Thao and Zipper Club to the home of Kona beer in Kona, HI, to film a national TV special that will air nationally on Fusion TV on August 31, 2017. Kona will also present a special concert featuring Boulevards, Thao and Zipper Club in Los Angeles at Hotel Cafe on July 20, 2017. “Little Friday Acoustic Sessions” sessions and interviews with the artists courtesy of Kona will be unveiled at www.avclub.com throughout the summer.

The new elements in the “Dear Mainland” campaign will complement the airing of existing Kona TV spots “Little Fridays,” “FOMO” and “Sad Hour” due to their continued success with audiences. The TV spots, which originally launched in the summer of 2014 will air in Los Angeles, San Francisco, San Diego and Sacramento May through September.

Kona Brewing Company Sponsoring Earth Day Beach Clean-Up

Kona Brewing Co. employees will embrace the spirit of Earth Day on Saturday April 22, 2017 with a clean-up at Ke‘ei Beach, a site of historical significance. Ke‘ei Beach was the site of King Kamehameha the Great’s first battle where he fought for rule over the Big Island. Today, this battleground is a popular fishing and camping spot that collects unsightly trash along the coastline.

The Kona Brew Pub crew will meet at 8 AM to clean up fishing line, plastic, and other debris that mar the marine sanctuary and pose hazards to turtles and other marine life that call Kealakekua Bay home. “We wanted to do something to help the local marine environment” explains Debbie Jost, Kona Brewing Pub and Growler Shack Manager. “We’ll also donate a portion of proceeds from Big Wave sales at both of our brew pubs this week to community partners who work year-round to care for our ocean.”

Kona Brewing Co. will give a portion of proceeds from sales of Big Wave Golden Ale, the ‘Hipa Hipa’ beer special at its Hawaii Kai and Kona pubs between April 18th-22nd to long-time environmental partners Sustainable Coastlines, Surfrider Foundation, Malama Maunalua, and Hawaiian Legacy Reforestation Initiative. Kona Brewing Co. donates more than $120,000 annually to a variety of local non-profit organizations that are committed to preserving Hawaii’s unique environmental and cultural treasures.

Employees will be joined by their families and even some brewpub regulars who have expressed interest in helping out. The Earth Day project will wrap with a beach barbecue to celebrate a successful clean-up. Follow the progress on Earth Day on Instagram @KonaBrewingCo. Before and after images will be available after the clean-up.

The Earth Day campaign is part of a company-wide commitment by Kona Brewing Co. to the community, environment, and sustainability.

Kona Brewing Company and Lavaman Triathlon Celebrate 20 Years of Aloha – Traffic Advisory

Kona Brewing Co. will celebrate a twenty-year partnership with Lavaman Triathlon on Sunday, April 2, 2017.  Starting as a founding partner of the Lavaman Triathlon in 1997, Kona Brewing Company’s partnership with the local event has continued and evolved — the Lavaman Triathlon has grown more than 20-fold, from 83 participants to more than 1,800, and Kona Brewing Co. has become a fan favorite and the #11 craft beer sold in the U.S., growing 3x faster than other beers in the craft beer category. (source Nielsen, Total US xAOC FY 2016)

“Both brands started with big dreams and we’re now making big waves in our respective industries. We attribute this lasting partnership to our common goal of giving back to our community and are proud to have kept our joint slogan ‘Celebrate the Sprit’ alive for two decades,” said Gerry Rott, Lavaman Race Director.

The 51.5k mile race kicks off at the Waikoloa Beach Resort and ends with the annual Lavaman Awards Beach Party, where competitors and more than 600 volunteers celebrate the day by toasting with Kona Brewing Co.’s liquid aloha.

In addition to its support of the Lavaman Triathlon, Kona Brewing Co. is committed to social responsibility and donates more than $120,000 annually to a variety of local non-profit organizations which range from environmental protection, to cultural and community organizations.

“Giving back to our local community is in Kona Brewing Company’s DNA and we will continue to support the islands for years to come” said Eric Chang, Kona Brewing Co. Senior Market Manager. “Our roots and respect for the Islands run deep with two brew pubs and a 22 year history brewing beers in Hawai‘i.”

April 2, 2017 also marks the one-year anniversary of bottling Lavaman Red Ale, Kona Brewing Co.’s malty brew with caramel notes.

For more information, visit KonaBrewingCo.com and Lavamantriathlon.com.

Kona Brewing Company Releases Mahalo Variety Pack for the Holidays

Kona Brewing Company recently introduced the ‘Mahalo’ 12pk variety pack, available for a limited time during the holidays. Sold exclusively in Hawaii, the ‘Mahalo’ 12pk variety pack features four brews with tropical island ingredients.
kona-brewing-companyFor the very first time, Magic Sands Mango Saison will be available in bottle-form within the Mahalo variety pack, alongside Lemongrass Luau, Wailua Wheat and Pipeline Porter.

Magic Sands Mango Saison
A traditional farmhouse style ale with a Hawaiian twist, with mango juice added to this crisp and refreshing brew. 5.5% ABV

Lemongrass Luau
Lemongrass Luau is a crisp, refreshing blonde ale with a touch of wheat malt, ginger, and fresh lemongrass. With it’s modest alcohol content this brew is perfect for pau hana, sharing pints with friends, and great with almost any meal. 5% ABV

Wailua Wheat
This golden, sun colored ale has a bright, citrusy flavor that comes from the tropical passionfruit brewed into each batch. 5.4% ABV

Pipeline Porter
Pipeline Porter is a bold, but smooth blend of roasted barley and rich Hawaiian-grown coffee – the perfect ode to the Banzai Pipeline, one of the most spectacular surf spots on the planet. 5.3% ABV

Created in the spirit of the holidays, the ‘Mahalo’ variety pack is also a great way for locals to say thank you to friends and family during the gift-giving season. The diversity of flavors mean there will be a brew to suit all palates – from the sweet fruitiness of Magic Sands Mango Saison, to the dark and rich Pipeline Porter.

The 12-bottle Mahalo variety pack is exclusively available at retailers in Hawaii.  There is also a 24-bottle Mahalo variety pack at select merchants for a limited time.

What Do Kona and Mississippi Have in Common? BEER!

Kona Brewing Company has announced it has added Mississippi to its distribution lineup, rounding the Hawaiian craft brewer’s total offering up to 40 US states.

Kona BeersAs of early May 2014, bars, restaurants, specialty beer shops, liquor stores and regional grocery store chains have been making Kona brews available in key cities including Jackson, Hattiesburg, Gulfport, and Biloxi. Craft beer lovers can find Liquid Aloha nearest to them by going to www.konabrewingco.com and clicking on the beer finder link.

Longboard Island Lager, Kona Brewing Company’s flagship beer will be available in 12oz bottles and on draught throughout the state. In addition to Longboard Lager, Kona Brewing offers Big Wave Golden Ale, Fire Rock Pale Ale, as well as the newly available Castaway IPA, which made its debut on the mainland in April, 2014.

Aaron Marion, Kona Brewing brand manager said: “Mississippi is a great state for handcrafted beer, and it’s amazing to see how excited Mississippians are about Kona’s arrival. The warmth and openness of Southern hospitality goes perfectly with the Liquid Aloha lifestyle.”

The Hawaii-based brewery is celebrating its 20-year anniversary in 2014, and is proud to be one of the fastest growing craft brewers in the country, at double the growth rate of the craft beer category.

 

Kona Brewing Company Announces Summer Sweepstakes

Everyone’s got a summer bucket list, especially Kona beer fans, who will likely take their Kona brews to the beach, pool, hiking and paddling on their local lakes and rivers this summer. Starting on June 24, 2013, fans of Kona Brewing Company are invited to share their summer fun photos by posting them at the Kona Brewing Summer Bucket List sweepstakes. One grand prize winner will, in turn, be treated to an endless summer of bucket list activities in the surf, sun, and sand in Kailua-Kona, on the Big Island of Hawaii.

Kona Bucket List

Click for more information

The Kona Brewing Summer Bucket List sweepstakes centers around a “bucket list” of activities where participants are encouraged to document summer activities photographically for the next ten weeks of summer. Each photo posted will result in one entry, so the more times entered, up to 10 total possible entries per person, the better the odds of winning. Participants are encouraged to post photos corresponding to the following summer dates and themes:

  • June 24            Water (sports) – One with the water
  • July 1            Music – Good vibrations
  • July 8             Barefeet – Barefootin’ off the beaten path
  • July 15             Relaxing – Stone cold chillin’
  • July 22            Food – Local Grinds
  • July 29            Happy Hour – Pau Hana
  • August 5            Sunset – Summer sunset
  • August 12            Hiking – Enjoying the wide open
  • August 19            Biking – Pedal power
  • August 26            Party – Party time

The grand prize winner will not only receive travel vouchers and six nights at King Kamehameha’s Kona Beach Hotel in Kailua-Kona on the Big Island of Hawaii, but will also win a full bucket list of activities as part of the grand prize package. The winning package includes guided tours for snorkeling, hiking and cycling, tickets to the famous Island Breeze luau, a Body Glove sunset cruise, massage for two and of course, dinner and tour at Kona Brewing Company’s flagship brewery and pub.

“I think it’s cool that our Kona Summer Bucket List helps Kona’s mainland fans document their summer fun, and one lucky winner gets to experience what we get to do everyday here in Kona,” said company president Mattson Davis. “We know our fans are active and this bucket list sweepstakes is a simple and engaging way for them to capture and share their active pursuits. If summer finds you in a boat or on a board, post that photo. If you’re sharing beers at happy hour, enjoying the summer sun setting, or simply relaxing in your rubber slippers, capture it, post it and you’re entered to win. I’m stoked to see what our fans are doing this summer!”

Coming Up – Kau Kau Kailua Restaurant Week

More than 20 restaurants are participating in Kailua Village Business Improvement District’s 2nd Annual Kau Kau Kailua Restaurant Week September 18 through 24. Participating restaurants will offer specially crafted dinner menus throughout Historic Kailua Village priced at $20, $30 or $40 per person. Additional special values will be offered at quick service dining establishments.

Kau Kau Kailua Restaurant Week

“We’re pleased that with so many restaurant choices, dining out during Kau Kau Kailua Restaurant Week truly delivers excellent values. We’re also excited about the innovative three-course dinner menus we’re seeing planned,” said KVBID President Eric von Platen Luder. “Kau Kau Kailua Restaurant Week is an ideal time to return to the water’s edge, support a favorite restaurant one night and visit a new one another night.”

Participating restaurants currently include Bistro Yokohama, Blazin Steaks Kona, Bubba Gump Shrimp Co., Cathee’s Kitchen, Dave’s Ice Cream, Don the Beachcomber, Huggo’s, Huggo’s On The Rocks, Humpy’s Big Island Alehouse, Island Lava Java, Kona Brewing Company, Kona Canoe Club, Kona Inn Restaurant, Krua Thai Cuisine, Mike’s Just Barbecuing, Quinn’s Almost By the Sea, Splasher’s Grill, Tante’s Restaurant, The Fish Hopper Seafood & Steak and Ultimate Burger.

Anheuser Busch Sales of Hawaii, First Hawaiian Bank, HFM Foodservice and West Hawaii Today are partnering with KVBID as supporting sponsors of Kau Kau Kailua Restaurant Week. The event officially begins Sunday, September 18 in conjunction with Kokua Kailua, when Alii Drive becomes a festive pedestrian-only marketplace. To launch Kau Kau Kailua Restaurant Week, Hawaiian reggae songstress Paula Fuga, who has collaborated with the likes of Jack Johnson and Ziggy Marley, will perform a free concert at September’s Kokua Kailua beginning at 5pm.

Log on to www.HistoricKailuaVillage.com for complete details and a link for a sneak peak at menu offerings posted to date. Check back often as restaurants continue to add their Kau Kau Kailua Restaurant Week menus to the site.

Kona Brewing Company Purchased By Oregon Company

Craft Brewers Alliance Inc. said Tuesday that the company will acquire Kona Brewing Co., building on a long-standing relationship.

“After nine years of dating, we decided it was time to get married,” said Craft Brewers board chairman Kurt Widmer.

Portland-based Craft Brewers (NASDAQ: HOOK) will pay $13.9 million for Hawaii’s largest brewery, $6 million in cash and the balance in stock…

Craft Brewers Pays $13.9 for Kona Brewing