Malibu partners with Mean Girls movie

Pernod Ricard-owned rum liqueur Malibu will reward cinemagoers who wear pink, as part of a collaborative marketing campaign with Mean Girls.

Inspired by the original film’s quote, ‘on Wednesdays we wear pink’, Malibu will also help fans to ‘drink pink’.

Every Wednesday between the film’s official release, 17 January and 7 February, all those who arrive to see the remake of the cult class wearing pink will be given a ready-to-drink (RTD) can of Malibu’s Strawberry Daiquiri.

Liam Murphy, brand director at Pernod Ricard UK, said: “Malibu Strawberry has never had such an iconic pop-culture pairing. This collaboration isn’t just about cocktails, it’s a statement.

“We are making fetch happen, offering cinemagoers the chance to sip on the ultimate pink cocktail whilst watching the new Mean Girls because when it comes to Wednesdays, only Malibu Strawberry will do.”

The brand was also a key partner for the exclusive gala-night premiere of the film, hosted at the Ham Yard Hotel, London.

The free RTD offer is available in Showcase Cinemas. Consumers also have the chance to win a host of Mean Girls-related prizes via the brand’s website.

The website has also shared an exclusive Malibu x Mean Girls cocktail recipe list, as well as playlists.

Pernod Ricard launched a multitude of collaborative marketing campaigns last year, including a Kahlúa advert with Salma Hayek and a merchandise line bringing together the iconic rum-based liqueur and luxury streetwear brand Aries.

Malibu also introduced a peach-flavoured rum-based liqueur in February, which is available as both a 750ml bottle and an RTD canned cocktail.