Malibu invites rum fans to ride into summer by being unapologetically themselves
Rum brand Malibu is raising a glass to fun, heat and holidays by positioning itself as the epitome of the summer mindset.
‘Do Whatever Tastes Good’ invites consumers to cast aside their hang-ups with colorful and frenetic messaging through July across social, digital out-of-home (DOOH) and broadcaster video on demand (BVOD).
Riding ‘Coco’ the coconut horse, viewers are invited to escape their present reality by trotting into an inclusive space where anything goes – be that sipping a pina colada while enjoying cheesy pop or scattering pineapple on your pizza.
Building toward an immersive experience that promises zero judgement on your more outlandish preferences, the rainbow cacophony of madness transposes the energy and flavor of the drink into your other senses for a synesthesia-like experience that bombards all your pleasure receptors.
Malibu’s Courtside Confessions will see Malibu bring summer to Brixton by rewarding those who share their guilty pleasures with complimentary cocktails, pizzas and branded merch.
Marnie Corrigan, brand director at Pernod Ricard UK, said: “Malibu is a place where summer is a mindset, residents serve all sunshine and no shade. It’s about showing up confidently as your authentic self and being free to do what you love. Just like the most outlandish playlist, crazy food pairing or cushiest velour sweatpants, Malibu is deliciously uncomplicated.”
Malibu will take its message of summer unfettered to the We Are Festival and South Facing, inviting gen Z festival-goers to sample its wares.
With Wieden + Kennedy London, Malibu has been projecting an upbeat image exhorting people to live life to the fullest.