AB InBev’s Kona Big Wave beer is undergoing a major brand refresh in time for summer. The brand, which only just launched in 2020, is already changing its logo and packaging as part of its “Bring the Aloha” campaign. The new packaging uses bright blue and yellow colors to emphasize its cultural ties and each campaign spot (“Mean Mug,” “Dad’s Chair,” “Standoff,” and “Noisy Neighbors”) features various “acts of Aloha.” The effort is built around Hawaiian culture and the concept of “the spirit of Aloha,” which involves embracing “a spiritual way of life associated with the state’s inhabitants that encompasses love, peace and compassion.” Plus, throughout the summer, AB InBev will be encouraging consumers to share their own “acts of Aloha.” YPulse data shows that while young adults might not be big into drinking anymore, a good brand refresh can always grab their attention: our Decoding Brand Affinity report shows that innovation is a key factor in keeping young consumers loyal to a brand. (Marketing Dive)
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