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Malibu Rum Drum News Mobile

Malibu to unveil summer campaign with AnalogFolk to promote limited edition blend


By The Drum Team | Editorial

April 27, 2012 | 2 min read

Malibu Rum is set to unveil a campaign on Wednesday 2 May to promote its Malibu Sunshine Limited Edition, with AnalogFolk handling the naming and positioning of the drink, as well as creating a mobile app.

The Malibu Sun Lens app lets users build GIF animations of themselves being creative with an overlay of the sun, which they can submit to ‘The Sunshine Project’, which stitches together all the creations with a soundtrack by Rizzle Kicks.

Matt Dyke, founder of AnalogFolk said: “Fun animated GIFs for entertainment have been around since the dawn of the internet and are embedded into digital culture, but for our target audience they are actually more popular than ever.”

Photographer Cass Bird shot the sun-drenched photography for the campaign, with the app available for free on Android and iOS.

Roberto Fiorello, marketing manager at Malibu Rum, said: “Our target audience already use photo apps to be creative with their phones, but there arenʼt many options out there to easily create great-looking GIF animations. We built the Malibu Sun Lens app to be a part of our consumers lives beyond the life-span of our global summer campaign.”

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