11-Time World Champion Surfer Kelly Slater joins Kona's beloved ‘bruddahs’ in a new creative that's timed to the debut of surfing...
11-Time World Champion Surfer Kelly Slater joins Kona's beloved ‘bruddahs’ in a new creative that's timed to the debut of surfing as a competitive category in the 2021 Summer Games.
The 2021 campaign represents the largest investment in new creative and media spend in the brand’s history – a 66 percent increase in spend relative to its 2019 national March Madness campaign. The three new TV spots feature playful banter between Slater and Kona’s laid-back ‘bruddahs’ sharing their sage island wisdom with us and providing solutions to everyday problems, while encouraging mainlanders everywhere to have better balance in our lives. Duncan Channon, Kona’s creative agency of record since the ‘Dear Mainland’ campaign launched in 2014, developed this new work with the brand’s first celebrity endorsement.
In tandem with the new Kelly Slater creative, Kona Brewing Co. will be launching a Big Waves for the World program running summer 2021. Traveling from Washington to Southern California, a noted surfer will surf down the West Coast to bring awareness to and help promote the importance of ocean conversation. The surfer will lead ongoing beach cleanups at each surfing spot to showcase the importance of ocean conservation, and a $50,000 donation will be made to our partner Save the Waves Coalition, whose mission is to protect surf ecosystems across the globe to further conservation efforts and keep our beaches clean for all to enjoy - aquatic life included.