The Results From Kona’s Biggest Distribution Drive, “Dawn Patrol”

Dear Client: In March we reported on Kona's first ever national TV campaign during March Madness. That coincided with their biggest ever wholesaler distribution drive. They called the drive "Dawn Patrol," seeking to get plenty of Kona on shelves given the nationwide media and 25th anniversary promotions. So how did it move the needle for the brand?  Cindy Wang, the Senior Brand Director for National Brands at CBA, gave CBD some insights. "We made the decision to invest big in