Malibu, which enjoys a 25% share of the Specialities category, has launched its new brand positioning campaign – a world where people embrace the summer mindset all year round and “Do Whatever Tastes Good”. Live now and running throughout July, the above-the-line creative will run across social channels, digital Out of Home (OOH,) and Broadcast Video on Demand (BVOD).
Malibu says that the new campaign takes viewers into the world of Malibu on ‘Coco’ the coconut horse, where they find a hyper real, inclusive space where everyone is doing what they like, whenever they like. Whether that’s sipping a Piña Colada in the summer while shamelessly enjoying pop hits, or adding pineapple as the ultimate pizza topping, Malibu says: “Do Whatever Tastes Good.”
Later this month, Malibu is also inviting consumers to enter a world of zero judgement in an immersive experience that turns the traditional courtroom into a tropical celebration when they take over Brixton Jamm later this month and reward those who share their guilty pleasures and an all-singing-all-dancing judge and jury will sentence them to complimentary cocktails and pizzas, branded merchandise and bar tabs at local On-Trade venues.
Marnie Corrigan, Brand Director at Pernod Ricard UK comments, “Malibu is a place where summer is a mindset, residents serve all sunshine and no shade. It’s about showing up confidently as your authentic self and being free to do what you love. Just like the most outlandish playlist, crazy food pairing or cushiest velour sweatpants, Malibu is deliciously uncomplicated. This campaign invites consumers to ‘Do Whatever Tastes Good’, to embrace their guilty pleasures and enjoy drinking their favourite Malibu cocktail or drink, and our new campaign features a wide range of moments and new ways in which to enjoy Malibu, that’s unapologetically you.”
This summer, Malibu will also be present at festivals including We Are Festival and South Facing, sampling its range of RTDs and offering branded merchandise to drive consideration amongst its Gen Z audience. Malibu is also teaming up with beauty salons across the UK by sending out exclusive mini fridges stocked with delicious Malibu RTDs for consumers to enjoy whilst being pampered.
