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Malibu launches National Piña Colada Day

Friday June 13, 2014 at 1:14pm
Malibu, the UK’s number one coconut rum, is celebrating National Piña Colada Day on July 10th 2014 with a tailored on-trade campaign and an out-of-home advertising programme to help pubs, clubs and bars boost sales of the Piña Colada this summer. Kicking off with consumer media activation and on-trade visibility from June 30th, the campaign will culminate in a day of celebration on July 10th, National Piña Colada Day. To drive trial and awareness of the celebration, Malibu will be offering a free Piña Colada voucher to all Metro readers nationwide on July 10th, to be redeemed at a selection of Young’s, Geronimo Inns and Be at One cocktail bars, as well as a number of independent bars across the UK. Consumers will be able to visit Malibu’s National Piña Colada Day hub – www.malibubestsummerever.co.uk/pinacolada – to find the locations and addresses of all participating venues. In addition, Malibu is encouraging the rest of the on-trade to join in with the celebrations by hosting their own National Piña Colada Day party, with the brand developing special kits – including posters, bunting, tent cards and coconut cups – to help establishments with their preparations. To engage online consumers, Malibu is also launching its unique Piña Colada Cocktail Mixing game which asks fans to guess the ingredients needed for the iconic cocktail in order to unlock their voucher. To help them along the way, they can view the how-to videos on the Malibu, Spotify and Vevo Piña Colada hubs. To further get them in the mood, Vevo will have Piña Colada inspired playlists designed especially for the occasion. Malibu will also be running an out-of-home advertising programme to get the capital behind the campaign, whilst driving trial of the drink in bars across London. This will include vinyl wraps of high footfall bus shelters close to participating bars in London running from June 30th to July 10th. On July 10th itself, the advertising will be visible in key London commuter areas during peak commuter times, encouraging Londoners to celebrate National Piña Colada Day with Malibu by picking up a Metro to receive the free Piña Colada voucher. Adam Boita, Marketing Controller for Pernod Ricard UK, says: “This classic cocktail is rooted in Malibu’s history and as the fourth best-selling cocktail in mainstream bars, we are really excited to be getting behind National Piña Colada Day. The Piña Colada is Malibu’s signature serve and so National Piña Colada Day provides the perfect opportunity for us to engage on-trade retailers with tailored activity that will help them to rediscover one of the world’s favourite cocktails, kick-start the summer by capturing the essence of the happy holiday vibe, and boost sales at this key time of year.”
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