Kona Brewing

Hawaii’s a place where family, friends and nature are important as career, salary and station. A pair of brothers explains it to the Mainland.

Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.

Beyond TV, the campaign extended the deadpan wisdom of the Hawaiian brothers into outdoor and social.

“All the benefits of a small shop with big-time strategy and creative.
‘Dear Mainland’ drove the needle with double-digit growth making Kona a top ten craft beer in America.”

Ken Kunze, CMO, Craft Brew Alliance