Malibu sets sail with P&O for activationBy Kristiane Sherry
Pernod Ricard-owned rum Malibu is staging its first activation on board P&O Ferries’ Pride of Canterbury.
The ferry set sail last month with a newly refurbished on-board store.
A pop-up Malibu activation within the store sought to bring the brand’s “light-hearted personality” to life through sampling and a gift with purchase (GWP).
Malibu Original Rum was presented alongside travel-friendly, flat-pack speakers, offered free with every purchase.
In addition, the first 150 passengers that post their #bestsummerever moments with Malibu on Instagram and Twitter will receive Caribbean-inspired flower garlands. Participants will also need to tag #sippingcocktails and mention @Malibu_Rum and @POferries.
“We are really excited to be teaming up with Malibu for our first Malibu Pop Up Shop on-board our vessel, the Pride of Canterbury,” said Charlotte Barton, buyer at P&O Ferries.
“It is great to work with a brand which has great ideas in how to utilise the power of social media during an activation, and we cannot wait to see our customers photos on Instagram and Twitter from the Malibu Pop Up Shop.”