Kona Beer’s ‘Bruddahs’ are Back and Game for NFL Playoff Tailgating

With the 2022 NFL playoffs around the corner, Kona Brewing Co. and its beloved ‘bruddahs’ are back with new TV spots designed to court football fans as they watch games and gather with friends. Launching today January 10th, the new creative will air during NFL playoff games leading up to this year’s big game. 

The NFL-focused media buy and sports-related theme for the latest instalment of Kona’s ‘Dear Mainland’ campaign builds on the brand’s success with audiences around its creative themed around Major League Baseball in 2021. The moves represent a playful expansion of the campaign’s topics, as its laid-back and straight-talking ‘bruddahs’ find common ground with 'mainlanders' over sports-related occasions to crack open a cold Kona beer -- along with their signature reminders to enjoy the good times amidst work and tech-heavy lifestyles.

In the new ‘Tailgate’ spot, Kona’s ‘bruddahs’ nod to tailgating as a pastime shared with mainlanders, who are presumably enjoying tailgates around the NFL playoffs themselves. In a classic island twist, the 'bruddahs' reveal they don’t need a game at all to create a reason to grab some friends, fire up the food and reach for the Kona beer. A second 15 second spot titled ‘Island Time’ has fun with the pressure mainlanders feel around time, and instead suggests that they embrace a different perspective that’s more conducive to a little fun. 

“Kona’s beloved Hawaiian brothers have spent years serving up island perspective to help us see things differently, so it’s fun to see them agree with mainlanders when it comes to tailgating,” said Parker Channon, creative director for the campaign, Duncan Channon. “Game or no game, our new ‘Tailgate’ spot reminds us that it’s always a good idea to grab some friends, food and Kona beer.” 

In addition to the new TV spots, Kona is announcing a custom made, limited-edition GameDay Hammock. Inspired by Kona’s favourite beer, Big Wave, and complete with an attached bottle opener, the GameDay Hammock might just offer the best seat in the house. Following the NFL playoff focus, the brand will continue to air the TV spots through spring and summer 2022 - with a third spot entitled ‘Missing Slippah’ going live in March. 

“Kona is excited to connect with football fans during the NFL playoffs, a natural time when people are celebrating with friends and family around the games,” said Cindy Wang, senior director of brand marketing, Kona Brewing Co. “We know that Kona wouldn’t be the first brand that you normally associate with football. We want to take this opportunity to playfully show fans how our Hawaiian mindset is uniquely relevant to everyday moments, including sports. One life, right?”