Malibu freshens up 'Because Summer' campaign as it looks to own the season

Malibu has unveiled a fresh global campaign, as it looks to appeal to millennials with a 101-day long snackable content push.

Dubbed '101 Days of #BecauseSummer', the initiative builds upon the coconut rum's 2016 'Because Summer' positioning. As part of the push a new piece of content will be offered up to consumers every day for the entirety of summer.

Comprising films and digital activations, as well as a brand social responsibility initiative and drinks inspiration; each of the 101 how to-style films will seek to inspire millennials to do something different each day and embrace the carefree spontaneity assosciated with the summer season.

When the Pernod Ricard-owned brand appointed creative shop Huge to handle its advertising last year the brand outlined its ambitions become “the spirit brand of choice for summer."

Rather then going back to the drawing board, Huge has decided to stick with the Malibu's exisiting theme, which encourages consumers to be spontaneous and carefree, inkeeping with the laid-back mood of the season.

Kickstarting the renewed campaign is a film called 'Epic Slow Mo,' (above) a featuring several influencers and comedian Josh 'The Fat Jew' Ostrovsky alongside professional surfer Alana Blanchard.

Upcoming videos include tips on how to throw a pool party without a pool and how to build up excitement using "reverse medidation", as well as 98 other suggestions for making the most of summer will launch in the coming weeks.

Last year, Malibu said its summer-centric” positioning, aided "significant" growth in its top two markets, the US and the UK.

"Last summer’s campaign was really successful and this year we’re going to bring it up a notch," said Colin Kavanagh, vice-president, marketing at Malibu & Kahlúa.

Part of last year's drive included a "tech-smart" goblet which incorporated internet of things (IoT) technology into the brand's popular coconut cups, as well as the rollout of 40,000 connected NFC-enabled bottles across the UK.

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