Pernod Ricard UK's rum brand, Malibu, has appointed John Doe to handle PR following a four way pitch.
The account, previously handled by Tea & Cake PR, will see John Doe begin with activity in May, looking to “build a new generation of loyal fans and advocates through an integrated and always-on communications approach.”
Adam Boita, marketing controller at Pernod Ricard UK, told Gorkana: “We are highly ambitious for our Malibu brand where our vision is to take the spirit of summer to the 18-to-24 year-old generation. To achieve this we are focusing increasingly on working with influencers, celebrities and media partners to generate content that can be leveraged through digital, social and traditional print.
“We have been extremely proud of the work that Tea & Cake has produced for Malibu over the past five years including the award-winning Malibutique. We will maintain a close relationships working with them on bespoke projects within the Pernod Ricard UK portfolio of brands.”
The rum brand plans to take a new creative direction, which it is believed will include an integrated, real-time brand management approach.