Malibu signs up LMFAO's Redfoo as summer brand ambassador
Pernod Ricard-owned rum brand Malibu has signed up former LMFAO band member Redfoo as its brand ambassador throughout the 2015 summer period as part of a strategy to work with influencers.
The partnership sees Redfoo use the lyric “Got My Malibu With a View” on his latest track ‘Where The Sun Goes’ set for release later this year.
The brand has ambitions to be at the heart of the conversation around summer and is banking on social media as a key driver of the campaign. The social activity is based on the insight that consumers are increasingly taking pictures of their drinks in summertime settings and posting them on Instagram and Twitter and the brand is aiming to leverage this and turn the activity into a social media event.
As part of the agreement, Malibu has usage rights for the track within key digital channels, and there will be social media activation around the track focussing on the line ‘Malibu With A View’.
The partnership with Redfoo runs as a spin off of the ‘Best Summer Ever Project’, Malibu’s current global marketing campaign, which follows four young YouTubers as they travel the world together over the summer.
Redfoo will feature in the content series and also provide additional film content through performances and interviews. He will also create an hour-long bespoke summer mix for the brand, as part of the Malibu Mixcloud series.
Sina Neubrandt, global marketing manger of content at Malibu, said the ambition is for Malibu to become "the most talked about" spirit brand during the summer.
"This unique partnership with Redfoo – who is well known for his exuberant attitude – is a fantastic fit for the Malibu brand and builds upon the Best Summer Ever Project, as we aim to create a positive social phenomenon this summer".
AnalogFolk is responsible for the creative activation and has a strategic partnership with Malibu around the campaign development.