Two Brothers' Message To The Mainland In Duncan/Channon Spot For Kona

Kona brewing and Duncan/Channon have launched a new laid-back campaign.

“Building on more than a decade of robust sales and distribution in 40 states, we’re incredibly excited to further increase awareness for Kona Brewing among the rapidly growing US audience for craft beers,” said Brand Manager Aaron Marion. “The ‘Dear Mainland’ campaign truly captures the unique Hawaiian spirit of Kona Brewing and, in a fun way, delivers our message that reconnecting with family, friends and community is what truly matters.”

The campaign promotes the Kona Brewing brand and two core beers, Longboard Island Lager and Big Wave Golden Ale. To ensure it captured Hawaii’s distinct cultural perspective, the spots were shot on location on the Big Island with a local cast.

“Hawaii has a different sense of time, a different set of priorities,” said executive creative Director Parker Channon, whose family has lived in the islands for 30 years. “Our campaign encourages overworked mainlanders to take a more Hawaiian approach when it comes to work/life balance. And sharing a good beer with those that matter most is a fine place to start.”

Creative director Anne Elisco-Lemme added, “It’s like the new tagline says, ‘One life, right? Don’t blow it.’”

Kona Brewing Company was started in the spring of 1994 by father and son team Cameron Healy and Spoon Khalsa. It is the islands’ first and largest craft brewery and is headquartered where it began, in Kailua-Kona on Hawaii.