Malibu unveils ‘Because Summer’ campaign
Rum-based coconut spirit Malibu has released a new marketing platform in key markets around the world, titled ‘Because Summer’.
The campaign will include new TV advertisements, experiential activation, on- and off-trade support and an integrated social media campaign.
Because Summer has been designed to capitalise on the brand’s “summer-centric” positioning, which has aided “significant” growth in its top two markets, the US and the UK.
Colin Kavanagh, Malibu global VP for marketing and brand owner The Absolut Company, described the campaign’s ethos as: “Living in the here and now, being a bit wild at hear and simply having the best time of your life, with the best friends.”
He added that the campaign “brilliantly captures that sense of summer freedom which appeals so much to Malibu consumers”.
Furthermore, two new TV commercials are due to be aired in the US and Spain depicting Malibu consumers becoming their ‘summer you’ in an attempt to embrace ‘a Malibu day’, by not complying to conventions and livening “summer life to the full”.
Malibu has put together numerous social media assets as part of the Because Summer campaign, including 86 video edits available for social use, plus brand and lifestyle imagery and cocktail recipes based on the Because Summer theme.
Seven of the videos are accompanied by a track called Light it Up by US artists Major Lazer.
Kavanagh added: “Malibu’s alignment with summer has proven highly successful so far, but we are confident that ‘Because Summer’ will take this to the next level.
“We’re looking forward to the season ahead.”
Gift and promotional packs and POS materials have been created for in store establishments and will be supported in the on-trade through “promotional mechanics and innovative serves”.
Because Summer is now in full swing in the US, and will extend to the UK, Netherlands, Spain, Canada, Austria, Denmark and global travel retail in June.