JUNE 2023
Kona Big Wave Celebrates New “Bring The Aloha” Campaign With Call For Fans To Create “Acts Of Aloha” All Summer.
This summer, Kona Big Wave says cheers to all the acts of aloha – big and small. Because the more aloha, the better. An Act of Aloha can be as small as sharing a story, a beer a beach. Or big – like hosting an epic party in honor of someone’s extraordinary generosity, or hosting a happy hour for a group of old friends – or strangers, that’s cool too. We are giving away cash and prizes to those that bring the aloha all summer long.
MAY 2023
Kona Big Wave Debuts Brand Relaunch and Encourages Fans to “Bring the Aloha” with Vibrant New Campaign
Kona Big Wave, the premium island-style beer known for its refreshing taste, is encouraging fans to “Bring the Aloha” with a campaign celebrating the brand’s relaunch that features a brand-new logo, refreshed packaging design and four new commercials – all centered around a new brand world firmly rooted in Hawaii’s powerful aloha spirit.
After nearly 30 years of outpacing Craft beer growth, Kona Big Wave is poised to break out as the next premium lifestyle brand and introduce the winning beer to broader audiences around the country. With massive ambitions to be one of the leaders within the premium beer space, Kona Big Wave is catapulting into a new era this summer with a full relaunch that amplifies its core brand purpose of evoking the “spirit of Aloha” and revitalizes its brand world to build a more universal emotional appeal.
As part of these efforts, Kona Big Wave will rebrand from Kona Brewing Co. and debut a new logo and packaging design that heroes the brand’s distinct hibiscus flower and features a more modern, simple aesthetic and brighter color palette. This packaging refresh stays true to the DNA of Big Wave, while moving toward vibrant and aspirational imagery to keep with its easy-drinking liquid, ultimately paving the way for Kona Big Wave to transcend the craft beer segment and compete directly with the premium category.
To celebrate the launch of the new brand world, Kona’s “Bring the Aloha” campaign showcases the shared bonds that connect us to one another and to the natural world, inviting people to experience the island lifestyle, without a specific destination; a paradise that’s universally accessible, not distant; and a sense that with Kona Big Wave, you’ve arrived, no matter where you are.
Shot in Oahu, the campaign will come to life through commercials, paid social media, web, OOH, trade and more, with dynamic imagery that evokes the vibrancy and vitality of Hawaii, where Kona was founded. Anchored by four new commercials, each one shows how genuine, magical moments of harmony are created with each other and the natural world when you choose to “Bring the Aloha.”
