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The two lovable locals that anchor Kona Brewing’s Dear Mainland campaign are about to hit the court and the big time in a series of new spots running for the first time nationally during this year’s March Madness.

After gently correcting us hapless Haoles in markets on both coasts, the brothers are ready to tackle all of the Mainland. Expect to see them throughout the tourney, including featured spots in all Elite 8 games, along with showings in the Final Four. We even dusted off an old chestnut for the National Championship because of its reference to Monday.

In a down beer market, Kona continues to outpace the category with significant growth over the last five years, thanks, in no small part, to two locals with a simple reminder: One life, right?

Today marks the launch of DC’s latest campaign for the California Tobacco Control Program and our first since landing a new five-year contract. The work exposes the tobacco industry’s latest deception: using flavors and e-cigarette products that masquerade as snacks and flash drives to hook kids when their brains are most susceptible to addiction. Four out of five kids who’ve used tobacco started with a flavored product.

The country’s largest-ever campaign to take on flavored tobacco includes TV, digital video, radio, and OOH launching April 24 in all 14 markets across California, including Los Angeles, San Francisco, San Diego and Sacramento. The campaign will include creative in Spanish, Cantonese, Mandarin, Korean, Vietnamese and Tagalog, produced with Acento and APartnership, as well as a San Francisco BART station takeover and two painted walls in Los Angeles. See more at FlavorsHookKids.org.

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One of the cooler new parts of the already pretty cool media plan DC created for Kona Brewing’s 2017 push is a special integrated program with CBS. In addition to our regular spots running during their highly rated Thursday (aka “Little Friday”) primetime lineup, CBS and DC also created special California spots shot on location in LA, Orange County, San Diego, Sacramento and San Francisco. The Hawaiian and Californian spots will run in tandem and also live on local CBS websites. Watch as our brothers spread their island wisdom across the Golden State.

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