Malibu is looking to drive forward sales and consumer engagement by positioning the coconut rum as the “spirit of summer”, through a series of on and off-trade activity.
As part of the push Malibu is launching a limited edition bottle, available from 14 April, created in collaboration with British fashion designer, Sera Ulger, who has also developed a one-off capsule “Couture” clothing collection, inspired by the bottle.
The launch will be supported with a fully integrated customer marketing and digital campaign.
Malibu will also reprise last year’s successful coconut cups gift, which will come as a gift with 70cl sized bottles.
Pernod Ricard UK marketing controller Adam Boita said: “Summer isn’t summer without Malibu so we have ensured that all of our activity personifies the brand; that it’s creative, innovative, fun and stands out for our consumers.
“With off and on-trade volumes of Malibu showing good growth year-on-year, we want to continue to drive momentum in the off-trade and relevancy in the on-trade, by helping all of our customers maximise sales of Malibu during the key summer sales period. We’re also showcasing the mixability of the brand – cocktails are at the heart of our activity for both the on and off-trade.”
The rum brand is looking to "take ownership of the Piña Colada" – by collaborating with cocktail consultants Soul Shakers, to hero the popular cocktail.
In additon, Malibu is set to embark on a “spirit of summer” tour involving 300 bars around the country, which will see the brand offer licensees the chance to host a permanent menu feature listing a selection of Malibu cocktails. The brand will also lend support in the form of summer POS and consumer gifts including Malibu sunglasses, hats and Frisbees.
Malibu has partnered with Havas, AIS, AnalogFolk and Tea & Cake to deliver the campaign.