Malibu recruits Nick Jonas for summer games
Rum liqueur brand Malibu has invited singer Nick Jonas and more than 30 global influencers to Vietnam for the inaugural Malibu Games.
Malibu’s summer tournament is a three-day festival featuring “bold retakes” on summer games, including water fights and dance offs.
Colin Kavanagh, global VP of marketing at Pernod Ricard-owned Malibu, said: “Our strategy to own summer, and doing so by consistently reinventing ourselves and our campaign platform #BecauseSummer, has proven very successful.
“Last year we introduced our unique influencer model and it’s something we’re now eager to build on for this year’s campaign.”
The Malibu Summer Games will see the brand reimagine a range of summer activities, turning them into “unexpected, humouristic and over the top experiences”.
The event is part of the brand’s #BecauseSummer campaign, which aims to encourage drinkers to “unleash their summer selves”, inspiring consumers to live the best summer of their lives.
This summer, the Malibu Games will take place in Vietnam and will run until the beginning of September.
Exclusive content from the course of the games will be shared globally through the brand’s media channels and social media platforms as part of Malibu’s “digitally-led approach”.