Malibu invites consumers to Let The Funshine in latest campaign
Malibu, the UK’s No.1 coconut rum brand (Nielsen) from Pernod Ricard, is inviting consumers to ‘Let The Funshine’ with its new global media campaign.
The creative is a playful depiction of the social rustiness that can happen after a year of restrictions, and encourages everyone to embrace the sunshine and the joy of being back together, whatever happens.
The campaign is running until the end of August across YouTube, Instagram, Facebook, Snapchat and digital display.
To drive further brand awareness, Malibu is collaborating with global singer-songwriter Anne-Marie, actor Michael Dapaah, and nine UK influencers, who will be releasing their inner ‘Funshine’ all summer long and inviting their followers to join them. The integrated campaign is set to capitalise on the popularity of the brand, as Malibu is experiencing 26.5% value growth, ahead of the specialities category (+16%) (Nielsen).
In addition, Malibu will continue to bring to life its ‘Let The Funshine’ attitude with a consumer experience later this summer.
Marnie Corrigan, brand director at Pernod Ricard UK, comments: “After a year of virtual hangouts, summer is finally here and the Malibu ‘Let The Funshine’ campaign is our way of helping everyone make the most of time spent with friends and family. We have always celebrated that live-in-the-moment, take-life-by-the-coconuts mindset that leads to the best times together, and we want everyone to join us by releasing their inner Funshine!”
