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Okay
"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
Strategist
Company
Duncan Channon
Skills
Brand Strategy, Creative Research, Creative Strategy, Strategy
Media
Commercials - Broadcast, Products - Digital, Social Media Content, Websites
Project Industries
Beer
"Dear Mainland"