We, and our partners, use cookies to deliver our services. By using our website you agree to the use of cookies as described in our Privacy Policy.

"Dear Mainland"

We were able to position Kona beer at the intersection of craft and mainstream. By taking advantage of its distinctively Hawaiian sense of place and the locals' unique cultural belief in ohana, which loosely means family, we tapped into an authentic articulation of the brand through "the brothers" who serve as brand spokesmen as they serve as a reminder from Hawaii to connect with what really matters.

Project Roles
Duncan Channon
Brand Strategy, Creative Research, Creative Strategy, Strategy
Commercials - Broadcast, Products - Digital, Social Media Content, Websites
Project Industries
"Dear Mainland"