Introduction to the “Share the Big Waves” campaign
Kona Big Wave, which was previously known as Kona Brewing Co., has launched the “Share the Big Waves” campaign. Building on the earlier “Bring the Aloha” initiative, this new campaign aims to take on the negative aspects of surf culture such as conflicts, disagreements, and “dropping in”. With its foundation in California, the “Share the Big Waves” campaign encourages surfers and beachgoers to treat one another with respect, understanding, and the spirit of aloha while catching waves. Kona Big Wave hopes that by spreading this positive message, it will help create a more inclusive, friendly, and supportive atmosphere in the surfing community.
Video featuring professional surfer Hunter Jones
The campaign features a short video where professional surfer Hunter Jones engages with surfers of varying skill levels at San Onofre beach in San Clemente, California. The video depicts Jones approaching surfers, both beginners and seasoned veterans, starting conversations, and offering valuable tips and advice on how to improve their surfing skills. The goal of the campaign is to encourage surfers to challenge themselves and promote camaraderie within the surfing community.
Kona Big Wave’s marketing initiatives
Kona Big Wave’s Vice President of Marketing, Meredith Ruskin, explained that the brand’s purpose is to enhance life’s significant moments of connection and to foster the aloha spirit within surf culture. To achieve these ends, Ruskin emphasized Kona Big Wave’s commitment to creating and promoting high-quality, authentic products that resonate with their target audience. This focus on carefully crafted items aims to strengthen the bond between the brand and surf enthusiasts, further solidifying Kona Big Wave’s presence within the surf community.
Aloha Bench: special promotion and local partnerships
In connection with the campaign, the Aloha Bench will be installed at popular surf spots, providing consumers aged 21 and older a special promotion for two free Kona Big Waves at nearby restaurants or bars by scanning a QR code. The distinctive seating arrangement is designed to catch beachgoers’ attention with eye-catching visuals and Kona branding, offering an immersive and relaxing experience for fellow surfers. The collaboration with local establishments aims to foster a sense of community and camaraderie among the surfing population while promoting responsible consumption and supporting local businesses.
Anheuser-Busch InBev’s acquisition of Kona Big Wave
In 2020, Kona Big Wave was acquired by Anheuser-Busch InBev following its purchase of the Craft Brew Alliance. This acquisition represented a significant step in expanding Anheuser-Busch InBev’s craft beer portfolio, as Kona Big Wave is known for its unique and innovative brews. As a result of this partnership, Kona Big Wave is expected to benefit from greater distribution and marketing resources, ultimately enabling the brand to reach a wider audience and enhance its presence in the craft beer market.
Distribution and ownership of Kona Big Wave
The global beverage corporation currently holds the rights to the beer in 49 states and around the world, while PV Brewing Partners owns Kona Big Wave in Hawaii. The partnership between the global beverage corporation and PV Brewing Partners has facilitated the successful distribution and marketing of Kona Big Wave, leading to increased demand and popularity beyond Hawaii’s shores. As the beer continues to gain traction internationally, both companies look forward to expanding their market presence and capitalizing on the potential for further growth in this niche sector.
First Reported on: marketingdive.com
Frequently Asked Questions
What is the purpose of the “Share the Big Waves” campaign?
The campaign aims to promote a positive, inclusive, and supportive surf culture by encouraging surfers and beachgoers to treat one another with respect, understanding, and the spirit of aloha while catching waves.
Who is featured in the campaign’s video?
Professional surfer Hunter Jones is featured in the campaign video, engaging with surfers of varying skill levels at San Onofre beach in San Clemente, California.
What is Kona Big Wave’s marketing approach?
Kona Big Wave focuses on creating and promoting high-quality, authentic products that resonate with their target audience, strengthening the bond between the brand and surf enthusiasts.
What is the Aloha Bench promotion?
The Aloha Bench promotion offers consumers aged 21 and older the chance to receive two free Kona Big Waves at nearby restaurants or bars by scanning a QR code on the Aloha Bench that will be installed at popular surf spots.
Who owns Kona Big Wave?
Anheuser-Busch InBev acquired Kona Big Wave following its purchase of the Craft Brew Alliance in 2020. The global beverage corporation holds the rights to the beer in 49 states and around the world, while PV Brewing Partners owns Kona Big Wave in Hawaii.
How does the partnership between Anheuser-Busch InBev and PV Brewing Partners benefit Kona Big Wave?
The partnership has facilitated the successful distribution and marketing of Kona Big Wave, leading to increased demand and popularity beyond Hawaii’s shores. Both companies aim to expand their market presence and capitalize on potential growth in the craft beer market.
