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Kona Brewing Company: Dear Mainland: FOMO
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Breaking this week with TV, digital and social, the new work builds on a successful campaign that has helped Kona become a top 10 selling craft beer in the U.S. over the past couple of years. "Dear Mainland" captures a very distinctive Hawaiian voice to tell mainlanders to slow down, take a breath, and focus on the parts of life that matter most.Hawaiians have a markedly different perspective on life than the rest of mainland America. It stems from a deeply held belief that family, friends and the natural world are just as important as career, salary and social status. The campaign brings this unique, island viewpoint to life through two Hawaiian brothers who are bemused, and often amused, by the ways of Mainlanders. This time, among other critical issues, the guys are addressing is the social media disease of FOMO, aka Fear of Missing Out. And once again, the answer involves an island-style attitude adjustment chased with a cold bottle of "Liquid Aloha."
Executive creative director/Partner, Parker Channon Related
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