Avenue Vine: Malibu Goes Global With New Ad Campaign

« LVMH Courts Grape Growers To Rule Champagne Market | Main | In An Age of Inexpensive Wine, a Book Calls for Higher Alcohol Taxes »

January 03, 2008

Malibu Goes Global With New Ad Campaign

Pernod Ricard’s Malibu-Kahlua unit has unveiled “Get Your Island On,” a new global advertising campaign for its Malibu rum brand. Inspired by the brand’s Caribbean heritage, the campaign made its U.S. debut on December 24 with two television spots on networks such as Comedy Central, USA and Spike. Created by Droga 5 and Publicis, the “Get Your Island On” ad push will expand to print, radio, out-of-home and additional television executions in the spring, when it is also expected to debut in Canada, the U.K., Ireland and the Netherelands.

.
Check out the various “TV Spots” at the Malibu Rum Interactive Site (left click image below):

“The iconic ‘Seriously Easy Going’ campaign captured the laid-back vibe of the islands and established Malibu as truly Caribbean,” said Jason Nussbaum, Malibu’s Brand Director for Pernod Ricard USA. “’Get Your Island On’ builds on this equity and introduces the energy of the Caribbean to highlight Malibu’s vibrant spirit.”

The launch of “Get Your Island On” coincided with Winter Beach Bash, Malibu’s on-premise promotion program in 16 U.S. markets, which emphasized the new campaign through a real Caribbean experience featuring flip flops, Malibu cocktail tastings and virtual volleyball games.

Pernod Ricard did not disclose the cost of the new campaign, but offered that the increase in ad spend was “significant.” In 2006, the company spent an estimated $5.2 million on Malibu’s advertising efforts. Despite a relatively flat 2006, Malibu is the third best-selling rum brand in the U.S., where, with 1.5 million cases, it does almost half of its global volume.

Source: “Malibu Receives New Ad Campaign,” Paula Pou, Wine Spectator, January 03, 2008

Additional Articles:
-------------------------------

September 05, 2007
New Pernod Ricard USA Campaign Discourages Irresponsible Alcohol Consumption