Malibu launches global marketing campaign

05 August, 2009

Pernod Ricard’s coconut rum brand Malibu has launched a global advertising campaign.

Radio Maliboom Boom, is part of the brand’s “Get Your Island On” campaign. 

The Radio Maliboom Boom was created by Publicis London. The campaign launched in the US and will expand to Canada, Spain, the Netherlands and additional markets in the following months.  Radio Maliboom Boom will be supported in the US through television and online executions, in addition to public relations elements.  The television spots will run nationally. The online executions will be featured on Evite, Pandora, Hulu and USWeekly, among other websites. 

Ozlem Citci, Malibu global brand director, said: “Through a fully integrated experience, we’re inviting our consumers to become a part of the ‘Get Your Island On’ crusade – infusing light-hearted fun and vibrant energy into the every day.” 

Paul Campbell, vice president of marketing for Malibu at Pernod Ricard US, said: “The new campaign goes beyond the traditional television spots by creating an experience where consumers can connect with the irreverent, vibrant spirit of the Malibu brand through the engaging personalities of the DJs.”

Tune in at http://radiomaliboomboom.com 

 





Comment

Christian Davis

Drinking Danishly

So, Danish brewer is spending £15m on revitalising its flagship Carlsberg Export brand (see news story) and at the core of activity is emphasising the company’s Danish origins.

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