Malibu looks to unleash the summer you in the ‘Best Summer Ever Project’

Promotion for the campaign begins today, 15 May, although the key events will begin later in the year, with a bespoke content hub launching on YouTube in June, which will then be followed by a reality series later on in the summer.

Sina Neubrandt, digital content and community manager at Malibu, said: “Our ambition is to become the most talked about spirits brand during the summer period. With the launch of our innovative digital content campaign, we want to open a dialogue with our target audience and inspire them to have the best summer of their lives.”

Promotional activity sees people pushed to sign up at the Malibu Best Summer Ever site to win prizes including VIP holidays to Ibiza Rocks, concerts at The O2, Vevo and Spotify gigs.

This will be followed by the launch of a YouTube channel, encouraging consumers to help curate a collection of over 100 summer experiences to create the definitive list, which can be shared with friends.

The list will then be brought to life for the second phase of the campaign – a 40-day reality series, whereby a group of friends will go on a road trip, during which they will carry out all the items on the list.

Adam Boita, marketing controller at Pernod Ricard UK, the owner of the Malibu brand, said: “We think the Best Summer Ever Project provides us with the perfect platform to promote Malibu. Our digital media and content-led approach combined with key media and event partnerships will ensure Malibu is at the heart of our consumer’s lives over the crucial summer sales period.”

Havas Media brokered the two partnerships with Vevo and Spotify.