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Malibu: embrace summer mindset and ‘do whatever tastes good’

Malibu: embrace summer mindset and ‘do whatever tastes good’
Andy Marino
By Andy MarinoJul 12, 2022
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Pernod Ricard UK is welcoming consumers to the Malibu world with new brand positioning: a world where people embrace the summer mindset all year round and “Do Whatever Tastes Good”. Live now and running throughout July, the above-the-line creative will be unmissable on social channels, digital OOH, and BVOD. Later this month, Malibu is also inviting consumers to enter a world of zero judgement in an immersive experience that turns the traditional courtroom into a tropical celebration of authenticity.

Malibu’s new media campaign consists of a colour-drenched film introducing new energy, confidence and year-round summer vibes to the popular drink, and encourages everyone to get into the summer mindset all year round. The advert takes viewers into the world of Malibu on ‘Coco’ the coconut horse, where they find a hyper real, inclusive space where everyone is doing what they like, whenever they like. Whether that’s sipping a Piña Colada in the summer while shamelessly enjoying pop hits, or adding pineapple as the ultimate pizza topping, Malibu says: “Do Whatever Tastes Good.”

Welcome to Malibu Coco Glam

To drive further awareness of the new brand positioning, "Malibu’s Courtside Confessions" will take over the outdoor terrace at Brixton Jamm on 22nd and 23rd July. Bringing a splash of sunshine to South London, Malibu will reward those who share their guilty pleasures and an all-singing-all-dancing judge and jury will sentence them to complimentary cocktails and pizzas, branded merchandise and bar tabs at local On-Trade venues. All guests will receive a Malibu RTD upon arrival, and can choose from a menu of refreshing Malibu cocktails including a Piña Colada and Watermelon Mojito, whilst they enjoy immersive performances from world-leading alternative choir, London Gospel Choir, and a selection of DJs provide the soundtrack.

“Malibu is a place where summer is a mindset, residents serve all sunshine and no shade," said Marnie Corrigan, Brand Director at Pernod Ricard UK. "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. This campaign invites consumers to ‘Do Whatever Tastes Good’, to embrace their guilty pleasures and enjoy drinking their favourite Malibu cocktail or drink, and our new campaign features a wide range of moments and new ways in which to enjoy Malibu, that’s unapologetically you.”

Demonstrating the continued popularity of the brand, Malibu has a 25 per cent share of the Specialities category . This summer, Malibu will also be present at festivals including We Are Festival and South Facing, sampling its range of RTDs and offering branded merchandise to drive consideration amongst its Gen Z audience. Malibu is also teaming up with beauty salons across the UK by sending out exclusive mini fridges stocked with delicious Malibu RTDs for consumers to enjoy whilst being pampered.

malibymarnie corriganpernod ricard uk

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