Kona Brewing: Selling the Sizzle

Sad Hour

Single Tasking

There's an old saying in advertising:  Sell the sizzle, not the steak.  In other words, don't focus on the physical attributes of a product:  sell the enjoyment ... sell the feeling ... sell the "sizzle."

Kona Brewing does a terrific job of selling the sizzle in these two spots which run on television on the mainland.  The spots never mention anything about the qualities of the beer itself.  They just capture the personality of the product.  Click on the images to see the ads.