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Kona Brewing Company: Surf Lesson
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Kona Brewing Co launched first-ever campaign that enlists celebrity talent 11Time World Champion Surfer Kelly Slater to join its beloved 'bruddahs.' The new creative featuring Slater is timed around the debut of surfing as a competitive category in the 2021 Summer Games. The 2021 campaign represents the largest investment in new creative and media spend in the brand’s history a 66 percent increase in spend relative to its 2019 national March Madness campaign. The three new TV spots feature playful banter between Slater and Kona’s laid-back ‘bruddahs’ sharing their sage island wisdom with us and providing solutions to everyday problems, while encouraging mainlanders everywhere to have better balance in our lives. Duncan Channon, Kona’s creative agency of record since the 'Dear Mainland' campaign launched in 2014, developed this new work with the brand's first celebrity endorsement. The new creative featuring Slater will appear in rotation with three Kona TV spots that launched in April – Bullpen Phone, Sunday Scaries and Bars. The campaign will appear in more than 25+ DMAs across broadcast TV, digital, paid social and radio. All new spots tested significantly above the beer norms per Ace Matrix, including above average ratings when it comes to purchase intent.
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Duncan/Channon, San Francisco, CA |
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