Kona Brewing Company’s “Bruddahs” to Share Their Island Wisdom with More Fans Than Ever in First National TV Campaign

Whether it’s enjoying a little vacation in every sip, rethinking your
‘to-do’ list, or disconnecting for a few moments, Kona Brewing Company’s
beloved “Bruddahs” will show you the way in three new national TV ads
launching during March Madness 2019. For Kona Brewing Co.’s first-ever
national TV campaign, the “Bruddahs” – Hawaii’s own David Bell and Blake
“Brutus” LaBenz – return to the screen and poke a little fun at today’s
always-connected consumer with some island- and Kona-inspired solutions
to bring a little more aloha into our everyday lives. The three new :30
second ads will air throughout the NCAA’s March Madness tournament on
National TV and on Local TV in select markets, with the first national
spot running March 21st.

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New ads from Kona Brewing Co. remind viewers to connect with what matters most (Photo: Business Wire)

The new national TV campaign follows a year where Kona Brewing Co. grew
volume by eight percent, led by flagship Big Wave Golden Ale, which
increased sales to retailers by 26% in 2018. Kona Brewing Co. is the #1
craft beer brand in Hawaii and a Top #10 craft brand nationally. Since
introducing fans to the Kona “Bruddahs” in 2014, Kona Brewing Co. has
grown over 125,000 barrels.

Transporting viewers and fans to the lush tropical beaches of Hawaii,
where Kona Brewing Co. was born 25 years ago, each ad opens with the
“Bruddahs,” a ukulele in one hand and a refreshing Kona beer in the
other. Together, the laid-back duo invite viewers into their paradise
for a few moments and serve up their island-inspired tips to live life
more fully and connect with what matters most, with a refreshing Kona
beer in hand.

Dubbed “Little Vacation,” “To-Don’t List,” and “Kona Mode,” the three
new TV ads share the spirit of aloha in Kona Brewing Co.’s unique voice.
When tested by Ace Metrix, all three ads scored well above the average
beer ad score over the past year, and “Little Vacation” tied as the
best-scoring beer ad of the last 90 days and scored in the Top 5 of all
beer ads in the past year.

• “Little Vacation” – The refreshing island flavors in Big Wave
  Golden Ale make each sip taste like a little Hawaiian getaway. (Or
  maybe not so little.)
  • View “Little Vacation”: https://youtu.be/Hn8a5tpn_og
• “To-Don’t List” – We all make lists of things we need to do.
  But what about a list of things we don’t need to do?
  • View “To-Don’t List”: https://youtu.be/AiVkyLC-JJU
• “Kona Mode” – When you want to truly get away, there’s only one
  thing better than “airplane mode.”
  • View “Kona Mode”: https://youtu.be/BNuREjlRho4

“Since introducing the Kona ‘Bruddahs’ to audiences in 2014, we have
been delighted by the immense positive response to their humorous and
authentic way of sharing Kona’s message to connect with what matters
most,” said Cindy Wang, senior brand director, Kona Brewing Company.
“Over the past five years, David and Brutus have become part of the Kona
family, with their ‘One life, right?’ message reflecting the culture and
spirit of aloha in Hawaii. As we’ve grown, they’ve grown in popularity,
and we’re so excited to share this fresh batch of ‘Bruddahs’ wisdom with
our first-ever national TV campaign.”

Created by Duncan Channon, a two-time Ad Age Small Agency of the Year in
the West, the new multi-million-dollar campaign was shot entirely in
Hawaii, working with an all-local cast and many local businesses. The
campaign is comprised of three components that span broadcast and
digital media. Fans can catch the national broadcast spots during Round
1 and Elite 8 games on CBS and TBS, with more than 600 additional local
TV spots airing throughout the tournament in select markets across the
U.S. The campaign also includes a national digital presence, running on
the Bleacher Report, the #1 sports brand on social media, with a
homepage takeover, dedicated skin, banners, and video content.
Additionally, the campaign will air during live in-game streaming on
March Madness Live. Through these integrated initiatives, Kona Brewing
Company will reach more consumers than ever during one of the most
visible and talked about national sporting events of the year.

“We live in a world where the demands and distractions can feel endless,
so we can all use a friendly nudge to stop and enjoy the good stuff,”
said Parker Channon, creative director for the campaign, Duncan Channon.
“And who better to give us permission to enjoy that stuff than a couple
local brothers dispensing island wisdom. After four years on the coasts,
we couldn’t be more excited to bring this campaign to the national stage
for March Madness.”

“Wow, do I feel blessed to be a part of this journey!” said Bell, one of
the actors who plays a Kona “Bruddah.” “Brutus and I have gotten such an
amazing response when visiting places where the commercials have aired
so far. I can't wait for the entire country to see these new spots,
especially family and friends here at home! I’m just extremely grateful
to help represent a company that gives so much back to Hawai’i’s
communities.”

Kona Brewing Co. employees to celebrate “March Gladness” at work

In addition to celebrating March Madness with consumers and fans, Kona
Brewing Co. is ensuring its employees across the country enjoy this
seminal sports event by hosting “March Gladness” office viewing parties
and sharing an invitation to enjoy a “little vacation.” Inspired by the
new ad, where every sip of Kona tastes like a little vacation, Kona
Brewing Co. is offering to reimburse all its employees up to $20 each to
spend on their favorite Kona beer, in bars or retail stores. The
internal “little vacation” offer begins March 21^st, when the
first national TV ad runs.

“We know what our teammates really want to be doing once March Madness
starts,” added Wang. “So we worked with our leadership team to make this
year’s tournament a little special here at work. The ‘March Gladness’
viewing parties give folks a chance to step away from their desks and
enjoy a Kona while connecting over the new ads and catching some of the
games.”

About Kona Brewing Company

Celebrating its 25^th year, Kona Brewing Company was born in
Kailua-Kona on the Big Island of Hawaii in the spring of 1994 by father
and son team Cameron Healy and Spoon Khalsa, who had a dream to create
fresh, local island brews made with spirit, passion and quality. Today,
Kona is Hawaii’s longest-running and favorite craft brewery, known for
top-selling flagship beers Big Wave Golden Ale and Longboard Island
Lager and innovative small-batch beers brewed exclusively on and for the
Islands. From the beginning, Kona has remained committed to brewing the
freshest beer of exceptional quality closest to market, which helps to
minimize its carbon footprint by reducing shipping of raw materials,
finished beer and packaging materials. In 2019, Kona Brewing Co. will
open a brand new 100,000-square foot brewery steps away from its
original brewery and pub. Built with the latest innovations in
technology and resource efficiency, the new brewery will be one of the
most environmentally sustainable brewers in the world.

Kona Brewing Co. has become one of the top craft beer brands in the
world, while remaining steadfastly committed to its home through ongoing
investments in environmental sustainability and its “Makana Program”
that provides support for non-profits throughout the state. As part of
Craft Brew Alliance, an independent craft brewing company that brews and
distributes a variety of award-winning craft beer and cider brands, Kona
is available in all 50 U.S. states and 30 countries worldwide. For more
information call 808-334-BREW (2739) or visit www.KonaBrewingCo.com.
Talk with us via Facebook, Instagram, and Twitter: @KonaBrewingCo.

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