Malibu campaign builds on ‘stellar growth’
Pernod Ricard-owned Malibu has unveiled a global video campaign, called Welcome to Malibu, to sustain the brand’s ‘momentum’.
The new advert is spearheading a global brand refresh, and has been launched with the tagline ‘do whatever tastes good’.
Johan Radojewski, vice-president marketing, Malibu, said: “The exciting thing about this campaign is that it reframes the traditional summer Malibu occasion from a time and place to a mindset you can find anytime.”
Welcome to Malibu has been launched off the back of a ‘stellar year of growth’, according to the brand.
Radojewski added: “By inviting our consumers to do whatever tastes good, we are capturing the spirit of summer and making it relevant all year round – giving our audience permission to enjoy whatever it is that they like, whenever they like.”
The spot features a range of ways to enjoy Malibu, from cocktails to the brand’s rum-based ready-to-drink (RTD) serves, which launched last year in two flavours: Piña Colada and Strawberry Daiquiri.
The film begins in a colourless desert, with a sign reading ‘welcome to Malibu’. A motorbike rider drives in the direction of the sign, and is then seen to appear from a cloud of hot pink smoke, on top of a horse made of coconuts.
The video is immersed in colour throughout, and is set to a remix of Carly Rae Jepsen’s Call Me Maybe. It was created by UK-based agency Wieden+Kennedy London.
Tad Greenough chief creative officer, The Absolut Company, said: “We knew that Malibu needed a creative and strategic step change, and I knew that there was no better agency than Wieden+Kennedy for this reset. We are delighted with the campaign and the renewed energy and excitement it will give our brand.”
Welcome to Malibu will be rolled out across key markets, including the US and Europe, via online and digital platforms. The campaign will also feature a range of assets, including gifs and stickers.
Pam Forbus, senior vice-president, chief marketing officer, Pernod Ricard North America, said: “Malibu knows that summer is a time when people feel most free to do the things they love and enjoy carefree fun.
“With our new campaign, Welcome to Malibu, we’re embracing that energy and encouraging our fans to do the same. We look forward to welcoming consumers into our world and showing them that when you just add Malibu, you can do whatever tastes good – anytime, anywhere.”
Watch the brand’s new clip below.