Malibu campaign embraces guilty pleasures
Rum liqueur Malibu has released a new campaign in the UK to reposition the brand as a year-round drink.
The advert is spearheading a global brand refresh, and has been launched with the tagline ‘do whatever tastes good’.
The new creative, running across social channels, digital out-of-home, and broadcaster video-on-demand, seeks to encourage consumers to ‘embrace the summer mindset’ all year.
Running throughout July, the campaign invites consumers into a ‘world of zero judgement’ by turning the traditional courtroom into a ‘tropical celebration of authenticity’.
The advert takes viewers into Malibu’s world via ‘Coco’ the coconut horse, entering a ‘hyper-real inclusive space’ that encourages all activities, from sipping a Piña Colada while listening to pop hits to adding pineapple on pizzas.
Marnie Corrigan, brand director at Pernod Ricard UK, said: “Malibu is a place where summer is a mindset, residents serve all sunshine and no shade. It’s about showing up confidently as your authentic self and being free to do what you love.
“Just like the most outlandish playlist, crazy food pairing or cushiest velour sweatpants, Malibu is deliciously uncomplicated. This campaign invites consumers to ‘do whatever tastes good’, to embrace their guilty pleasures and enjoy drinking their favourite Malibu cocktail or drink, and our new campaign features a wide range of moments and new ways in which to enjoy Malibu, that’s unapologetically you.”
To drive further awareness of the new brand positioning, ‘Malibu’s Courtside Confessions’ will take over the outdoor terrace at Brixton Jamm on 22-23 July. The pop-up will reward consumers who have guilty pleasures with complimentary cocktails and pizzas, branded merchandise and bar tabs at local on-trade venues.
All guests will receive a Malibu RTD upon arrival and cocktails including a Piña Colada and a Watermelon Mojito will be on offer, alongside performances from the London Gospel Choir and a selection of DJs.
This summer, Malibu will be active at festivals including We Are Festival and South Facing, offering its range of RTDs and branded merchandise to attract Gen Z consumers.
Malibu will also team up with beauty salons across the UK by providing mini fridges stocked with Malibu RTDs for consumers to enjoy during their treatments.
According to Nielsen figures, Malibu has a 25% share of the specialities category.
Malibu was named this year’s Liqueurs Brand Champion after growing by 11.1% to 4.9 million cases in 2021.