As part of its continuing bid to grow as a lifestyle beer brand, Kona is doubling down on its successful ‘Dear Mainland’ campaign. With the Major League Baseball season now in swing, and restaurants and bars slowly opening up with safety protocols, Kona will air fun new TV spots that encourage baseball fans - and mainlanders everywhere - to make time for the good things in life. The lighthearted spots feature the laid back ‘bruddahs’ who playfully share their sage island wisdom with us and encourage mainlanders everywhere to have better balance in our lives.

Three new TV spots by Duncan Channon, Kona’s creative agency of record since 2014, are launching in more than 25+ regional markets across broadcast TV, digital, and paid social.

“With the start of Major League Baseball season, along with responsible reopening of restaurants and bars, it’s an ideal time to reconnect with beer drinkers through these entertaining brand spots,” said Cindy Wang, senior director of brand marketing, Kona Brewing Co. “In addition to having fun with everyday stresses people can easily laugh about, we’re excited to remind baseball fans that Kona offers the perfect ‘relief pitcher’ as baseball season gets into swing.”

“So much has changed about our lives during the pandemic, but the ‘Sunday Scaries’ and zero bars at the top of our phone screens still strike fear in our hearts,” said Parker Channon, creative director for the campaign, Duncan Channon. “And there’s no one better than two laid back brothers from Hawaii to help us laugh about those things and suggest that having a Kona beer might help us find a bit more levity in our lives.”