Roles
• Joshua Dacucos—Art Director
• Hunter Heckroth—ACD
• Natalie Carstens—Art Director
• Marta Brulinski—PD
• Marina Barrero—GD
Problem to Solve
Kona Big Wave had a loyal following, but its easy-drinking charm wasn’t translating to younger, culture-driven drinkers. In a crowded category dominated by hype and heritage, it needed more than taste cues and palm trees—it needed relevance.
Solution/Rationale
Kona Big Wave on Tour turned passive awareness into lived experience. We transformed the brand into a rolling celebration of golden-hour energy—embedding it into the heart of music culture. Through immersive festival builds, artist collabs, and social-first storytelling, we created a tour that didn’t just show up, it resonated. Not a sponsorship. A vibe. A reason to raise a Big Wave.
KONA
BIG
WAVE
Project/Campaign
Kona Big Wave On Tour
Navigation
Roles
• Joshua Dacucos—Art Director
• Hunter Heckroth—ACD
• Natalie Carstens—Art Director
• Marta Brulinski—PD
• Marina Barrero—GD
Problem to Solve
Kona Big Wave had a loyal following, but its easy-drinking charm wasn’t translating to younger, culture-driven drinkers. In a crowded category dominated by hype and heritage, it needed more than taste cues and palm trees—it needed relevance.
Solution/Rationale
Kona Big Wave on Tour turned passive awareness into lived experience. We transformed the brand into a rolling celebration of golden-hour energy—embedding it into the heart of music culture. Through immersive festival builds, artist collabs, and social-first storytelling, we created a tour that didn’t just show up, it resonated. Not a sponsorship. A vibe. A reason to raise a Big Wave.
1—Festival Execution
Strategic festival selection and ground-level planning turned Kona into an immersive experience. Each stop was chosen for cultural fit over scale—targeting music moments where our audience was most engaged. From footprint design to seamless sampling, every detail delivered golden-hour energy, driving trial, visibility, and brand love in key markets.
Each stop buzzed with activity—fans lining up to engage, share, and sip. Branded spaces became destinations, drawing steady foot traffic and good energy throughout the day.
2—Festival Assets
Key visual elements were designed to maximize visibility, drive brand recall, and reinforce core equity cues. Through cohesive design systems, premium materials, and high-impact placement, the on-site environment became a seamless extension of Kona’s identity—distinct, ownable, and built to attract.
3—Collaborative Social
Strategic collaborations with performers and influencers extended Kona’s presence beyond the festival grounds. By partnering with artists like Mark Ambor, The Beaches, and others, we unlocked authentic social reach—embedding the brand into content that felt native to their audiences and driving engagement at scale.
4—Retail Activation
A targeted retail sweepstakes drove purchase while building awareness for upcoming tour stops—a dual-impact strategy that connected in-store conversion with on-the-ground excitement.
Disruptive in-store displays were designed to capture attention, drive purchase, and amplify awareness of the tour—bridging the gap between retail and real-world experience.
