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Made in Chelsea stars in Malibu campaign
Pernod Ricard has launched a new online video featuring Made in Chelsea stars Jamie Laing and Andy Jordan to enhance Malibu’s appeal among male drinkers, using the tagline #Malibro.
Andy Jordan and Jamie Laing are ‘Malibros’
Launched as part of Malibu’s new Because Summer campaign, the video features Laing and Jordan drinking a Malibu and pineapple while identifying things they perceive as “bro”.
Rum-based coconut liqueur Malibu launched Because Summer in key markets around the world in June this year, including TV advertisements, experiential activation, on- and off-trade support and an integrated social media campaign.
The campaign 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.
In Pernod Ricard’s full 2015/16 financial year, Malibu saw its organic sales grow by 1%.
The French drinks group has launched a renewed push behind Malibu, recently creating 45,000 near field communication (NFC) enabled bottles for the brand, described as “the world’s very first pilot of its kind”.
Click on the link below to see Jamie Laing and Andy Jordan’s #Malibro video for Malibu.