Rosie Davenport
Allied Domecq is putting £2.6m behind Malibu in its biggest push for the brand since buying it in May.
The bulk of the investment has been ploughed into a new TV advertising campaign which continues the Take life less seriously' theme first developed by Diageo, Malibu's previous owner.
A new creative Doctor' hits screens this week as part of a campaign designed to divert consumers' attention from PPS brands this Christmas.
Malibu's senior brand manager, Jeremy Hill, said: "PPSs are spending a lot above the line and we're in the sort of market where if you stand still, you get killed."
The commercial will be supported by street theatre in cities, where actors from the fictional Anti Seriousness Squad will identify "scenes of seriousness" and offer consumers vouchers to try the drink for free.
Hill said Allied had benefited from Diageo's efforts to plug the brand. "Diageo has done a really good job in building a solid platform and we are refining the activity to reach the consumer in a better way," he said.
Off-trade specific activity has been promised for early next year.
Details of the investment come as Allied announced a 6% increase in profits, up to £480m.