Malibu goes global with ‘contemporary’ redesignBy Nicola Carruthers
Pernod Ricard has rolled out a new design for its Malibu rum liqueur brand globally, featuring a “contemporary look” to maintain its relevance with millennials.
The “refreshing” redesign, including the ready-to-drink (RTD) cans, aims to “reinforce” Malibu’s “quest to become a global icon of summer”.
The new design and logo has been created to “maintain strong brand equity and relevance with millennials”.
The Malibu logo features a “bigger and bolder look” with lifted palm leaves, sunset colours and a revised horizon. The design also introduces recommended serve images on the back.
Elsa Rafen, senior global brand manager and lead of the re-design project, said the new look bolsters “Malibu’s position as the number one flavoured spirit brand even further”.
It also aims to ensure the brand stays “relevant and top of mind amongst a future generation of consumers – including a more contemporary look and feel, better visibility in e-commerce and future proofing of our bottle design for growing use of image recognition technology in digital”.
Malibu’s RTD cans – the “most successful” RTD range in Pernod Ricard’s portfolio – are sold in quantities of more than 10 million annually.
To boost sales further, the cans will have an “eye-catching design” with palm leaves. The newly-designed cans will also integrate modern printing techniques that combine glossy and matte finishes.
The Malibu RTD range has a “specific strategic input” which includes expanding the footprint of Malibu, growing its brand equity and recruiting new consumers.
Stockholm-based design agency Brand Union was hired to create the new look of the Malibu bottle.