Now that the NCAA tournament, aka March Madness, is underway, viewers will get plenty of chances to have a beverage break between plays and games. Kona Brewing is hoping that those viewers choose a refreshing Hawaiian beer and are banking on a laid back campaign to get them in the mood.
After a regional campaign made new fans in California, Hawaii, Florida and Washington, Kona’s Hawaiian brothers are debuting on national TV to playfully suggest that shifting priorities might help people enjoy life more. In three new TV spots airing during March Madness, the brothers humorously remind us to put down our phones and our to-do lists long enough to get out and enjoy life’s pleasures.
The brothers, one large and one even larger, present the benefits of hanging out with friends and family, getting into ‘Kona Mode’ by popping open a brew, and taking ‘little vacations’ by enjoying a Big Wave Golden Ale. Filmed on the beach, with plenty of aloha spirit, the brothers come across as amiable and inviting while casually promoting their beer.
The 30-second TV spots will air nationally, as well as in 13 regional markets throughout the tournament. The integrated March Madness campaign includes video on March Madness Live, as well as a Bleacher Report takeover. Kona’s agency of record Duncan Channon handled the creative and media.
Parker Channon, creative director, Duncan Channon, said: “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. 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.”
Cindy Wang, director of brand marketing, Kona Brewing Co, added: “March Madness is a time when fans across the country are making time to enjoy themselves with friends, so it makes sense for us to introduce our brand nationally during the tournament. It’s an ideal moment to reach beer drinkers who are watching on multiple screens - TV and digital.”
Kona’s first national push comes on the heels of five consecutive years of strong sales growth for the brand.
See the spots and vote for the campaign by clicking on the Creative Works box below.