You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Kona Brewing Company
RAN IN: United States
Craft Brew Alliance
Ken Kunze, Chief Marketing Officer
Robert Rentsch, Sr. Director, Brand Marketing & Portfolio Development
Aaron Marion, Brand Manager
Parker Channon, Executive Creative Director
Andy Berkenfield, Chief Executive Officer
Michael Lemme, CCO
Anne Elisco-Lemme, Creative Director
Eric Dunn, Group Acct. Director
Adam Flynn, Planner
Laura Davis, Associate Director Communications Planning
Founded in 1994, Kona grew to become Hawaiis #1 craft brewery. As Kona expanded its Hawaiian identity pitted it against the likes of Corona. We turned to Konas roots knowing authenticity would be key to winning at shelf. What we discovered was the thing we Mainlanders need to live but fail to dobreathe. We used this to inspire Mainlanders to connect with what matters in life, and to do so over a Kona. A wild success in test markets, the campaign delivered unprecedented business results and Corona-crushing ad scores.
Hero Medium: TV
Audience: 21-35 men and women (legal drinking age)
Objectives: Increase sales, volume
Type: Business to Consumer