Pernod Ricard is throwing its weight behind Malibu with a new campaign.
The spirits giant has kicked off a new above-the-line campaign and brand positioning for the drink, based around the idea of ‘Do Whatever Tastes Good’.
Ads will run across social, digital out-of-home and VoD channels this month, which the brand said would take viewers “into the world” of Malibu with a new mascot, Coco the coconut horse, “where they find a hyper-real, inclusive space where everyone is doing what they like, whenever they like”.
The brand also plans to host ‘Malibu Courtside Confessions’ at Brixton Jamm, in South London, on 22 and 23 July, where it would “reward those who share their guilty pleasures and an all-singing-all-dancing judge and jury will sentence them to complimentary cocktails and pizzas, branded merchandise and bar tabs at local on-trade venues”.
It comes as sales of Malibu dipped 1.9% to £56.2m over the year ending 30 April 2022, on volumes down 0.5%, as our Britain’s Biggest Alcohol Brands 2022 report revealed last month [NielsenIQ].
However, the brand’s sales have risen significantly when compared to Malibu’s pre-pandemic value. Over the year to 20 April 2019, its value totalled £34.2m – that’s a £22m gain over the course of the pandemic [NielsenIQ].
Pernod Ricard claimed Malibu had now accumulated a 25% share of the specialities category. It plans to activate the brand at festivals including We Are and South Facing over the remainder of the summer, sampling its range of RTDs and offering branded merchandise.
It is also currently sending out mini fridges stocked with its RTDs to beauty salons across the day for “consumers to enjoy whilst being pampered”.
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