Malibu liberates the Spirit of Summer
Friday May 2, 2014 at 11:30am
Coconut rum brand Malibu is to launch a Spirit of Summer on-trade summer experience which will tour 300 bars from Brighton to Blackpool. The tour is part of a major marketing initiative which will also see limited editions bottles, gifts with purchase activity, competitions and other consumer promotions in the off-trade. The ‘Spirit of Summer’ on-trade tour will offer pubs and bars the chance to drive visibility by hosting a permanent menu feature listing a selection of Malibu cocktails. From May to September, Malibu will also lend support in the form of summer POS and consumer gifts including Malibu sunglasses, hats and Frisbees. The brand is also trying to take ownership of the Piña Colada – one of the best-selling cocktails in mainstream bars, with strong roots in Malibu’s history – by collaborating with cocktail consultants Soul Shakers, to hero this iconic cocktail and also through a partnership with Funkin, which provides pubs, bars, clubs and restaurants with pre-mixed ingredients for cocktails. In the off-trade, Malibu has already launched a new limited edition bottle, exclusively available in retailers, created in collaboration with British fashion designer, Sera Ulger, who has also developed a one-off capsule “Couture” clothing collection, inspired by the bottle. The 70cl limited edition bottles will be available until the end of May and the launch is being supported with a fully integrated customer marketing and digital campaign. Also in the off-trade, from July Malibu will be offering consumers the chance to buy fun serving vessels in the form of real coconut cups as a gift with purchase across multiple grocers. In CostCo, shoppers have been able to get a free 1 litre Funkin Pina Colada mix free when they buy a bottle of Malibu. Other activity in retailers is likely to include neck collar promotions, competitions and downloadable coupons. Competition prizes will be summer-themed and will include holidays and European city trips, tickets to festivals and ‘secret gigs’, Malibu branded merchandise and premium subscriptions to Spotify. Adam Boita, marketing controller at Pernod Ricard UK, says: “Summer isn’t summer without Malibu so we have ensured that all of our activity personifies the brand; that it’s creative, innovative, fun and stands out for our consumers.” Malibu is owned by Pernod Ricard UK.