Reggae star Shaggy is to front a new summer campaign for Malibu in a bid to drive sales among the target audience of 18 to 24-year-old women.
Allied Domecq is spending nearly £1m over the next few months promoting the rum liqueur. The campaign includes the release of 20,000 bottles in Asda with a mini-Shaggy CD attached, sampling and point of sale. Shaggy is also hosting an MTV festival on the Isle of Wight this weekend (July 10).
Brand manager Gareth Brown said: “Shaggy is a great face for Malibu because he’s easy-going and fun, just like the brand.”
The campaign is aimed at promoting both the ‘Big Girlie Night In’ or ‘Night on the Tiles’ and will carry the strapline ‘Seriously Easy Going.’ It will continue pushing the rum as a long drink to be mixed with cranberry juice.
Allied Domecq has announced plans to increase investment behind Malibu by 50% in the autumn, including a TV advertising campaign.