In new 15 second digital videos that launched today (May 8), the Kona Brewing 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 Dear Mainland campaign, which runs in Los Angeles, Orange County, San Diego, Sacramento and San Francisco, was created with Duncan Channon. It juxtaposes the easy-going and distinctly local perspective of the Bruddahs with common all-work-no-play mainlander pressures. Kona Brewing attributes “significant business growth” to the campaign, which launched in 2014. After the first year, Kona saw a 37% 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% 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.