Malibu Pink taps Sabrina Brier for first campaign
Pernod Ricard has launched the first campaign for Malibu’s new guava-flavoured liqueur, titled Get Ready with Malibu Pink.
Featuring TikTok influencer and comedian Sabrina Brier, the campaign aims to add a sweet touch to the shared getting-ready ritual.
Caroline Begley, vice-president of marketing at Pernod Ricard USA, said: “We know for today’s drinker, aesthetic is just as important as flavour, and Malibu Pink delivers on that with a product that brings the vibes as much as it does great taste.
“Malibu Pink has brought the fun back to the rum aisle. Now, we’re injecting that same energy into the getting-ready moment, adding a new flair to a ritual that has become a staple in ‘Genzennial’ culture.”
Brier, recognised for her skits featuring self-absorbed and privileged characters, is portrayed by the brand as the ultimate embodiment of Malibu Pink and a ‘friend you’d genuinely want to get ready with’.
As the leading face of the brand’s first campaign, Brier brings a wave of pink to social media feeds with ‘Get Ready With Me’ (GRWM) moments, with Malibu Pink’s signature Pink Lemonade in hand.
Malibu Pink aims to foster connection and community by blending mirror selfies and outfit reveals with the pre-party gathering trend.
Brier commented on the collaboration: “The best part of going out is getting ready, and Malibu Pink fits so perfectly into that ritual. Those are the moments that you remember with your besties, and when the night out makes it out of the group chat, a Malibu Pink Lemonade sets the perfect tone with fun and tropical flavour.”
Love Shack
This spring and summer, Malibu is taking the #GRWM experience to the next level with the #GetReadyWithPink campaign in collaboration with New York City-based lifestyle brand LoveShackFancy.
The partnership is inspired by a mutual passion for ‘community, unabashed confidence, and all things pink’.
The two brands will host a series of live events and curated social moments, combining elements to create the perfect pre-game moment.
Rebecca Cohen, founder of LoveShackFancy, explained: “Getting ready has always been about so much more than what you wear. It’s the energy, the excitement, the memories you create with your friends before you step out the door.
“Partnering with Malibu felt like such a natural extension of that feeling. We both celebrate confidence, colour, and community, and together we’re making those moments even more special.”
The guava, coconut and pineapple-flavoured rum-based Malibu Pink will officially launch at Stagecoach, California’s country music festival in Indio, from 24 to 26 April. The brand will feature its Pink expression with a neon disco-inspired activation and serve Malibu Pink Piña Coladas.
In addition to Pink’s presence at Stagecoach, the brand’s Malibu & Dole ready-to-drink cocktails will be available at festivals such as Rolling Loud in Orlando, Florida (8-10 May), The Governors Ball Music Festival in New York (5-7 June), and Day Trip Festival in Long Beach, California (27-28 June).
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