False Advertising for Kona Beer?

In the world of advertising, transparency is key. Advertising a product and building a brand identity are important for the success of any company. There is, however, a fine line in advertising between true and false.

Kona brewing company is being sued for false advertising concerning their line of beers and where they come from. Their beers have a distinct Hawaiian theme with names like 'Longboard' and 'Big Wave' and have imagery to accompany the names.

The company is being sued for deceptive advertising due to the fact that their beer is not actually made in Hawaii. Their site does say that it is made across the Unites States, but that has not stopped plaintiffs from filing against Kona. Their main argument is not necessarily false advertising but rather, misleading advertising. Kona is not the first and will not be the last to be the target of lawsuits such as this. They are, however, a reminder of the need for transparency when it comes to advertising products and building the identity of a brand.