Kona Brewing Co., established in Hawaii in 1994, has been a name in craft beer since before craft beer was a thing. The company is playing that up in its rebrand to Kona Big Wave, which includes a new logo, updated packaging and a campaign.
Kona’s new campaign is full of beautiful imagery of its home state and encourages viewers to connect to one another and nature and “Bring the Aloha.” The effort includes four commercials that celebrate this aloha spirit, along with paid social media, OOH and trade advertising.
“After nearly 30 years of outpacing Craft beer growth, Kona Big Wave is setting out to be a leader in the premium beer space with a campaign that catapults the brand into a new era with a revitalized brand world and more universal emotional appeal to reach new audiences,” said Meredith Ruskin, VP of marketing at Kona Big Wave. “Firmly rooted in the Aloha spirit, the “Bring the Aloha” campaign weaves in the natural wonders of Hawaii and shows how genuine, magical moments of harmony are created when people choose to connect with one another.”
One spot shows how surfing on a Hawaiian beach can help strangers connect. Another demonstrates how “sharing the aloha” can bring connections to awkward moments. A third, illustrates rivals becoming friends.
Kona is hoping the new move will help position the brand in the premium craft beer category, which is dominated by craft brewers including Boston Beer Co., Sierra Nevada, Stone Brewing and Brooklyn Brewery. The craft beer category has been performing well in recent years. It was valued at $28.46 billion in 2022, up 24.6% from 2021, according to metrics from the Brewers Association, published in Beverage Daily.
The rebrand includes a new logo and packaging that plays up the brand’s hibiscus flower in a more modern, simple aesthetic with a brighter color palette. This design will set well on the shelves in the category that is known for its vibrant design.
Our new campaign, and the Kona Big Wave brand more broadly, sets out to attract anyone who appreciates good vibes, new experiences, shared connections and an easy-drinking, refreshing premium beer,” added Ruskin. “As we head into the summer season, we want Kona Big Wave to be the beer people across the country grab when connecting with friends, family and strangers alike. We are already beloved amongst our current ohana, but are looking forward to welcoming new fans to experience our refreshing, premium island-style beer.”
