Skip to content
Search
AI Powered
Latest Stories

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

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

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.

More for you

Staropramen launches new 10x440ml ‘Fridge Pack’

Staropramen ‘Fridge Pack’

Staropramen launches new 10x440ml ‘Fridge Pack’

Leading Prague beer Staropramen has launched a new 10x440ml can ‘Fridge Pack’ in response to rising demand for multi-pack can formats in the world beer category.

The packs will launch in stores nationwide from Monday, 17 March, with the most recent data showing that 30 per cent of shoppers who purchase multi-packs in the world lager category exclusively buy can formats.

Keep ReadingShow less
Boost Drinks limited edition Blue Raspberry Energy and Cloudy Lemonade Sport

Boost Energy Blue Raspberry and Cloudy Lemonade flavor

Boost Drinks unveils limited-edition NPD for its sport and energy ranges

Boost Drinks has announced the exciting introduction of limited edition NPD in both its Energy and Sport ranges; Blue Raspberry Energy and Cloudy Lemonade Sport.

ENERGY
Leveraging its position as the third largest brand in Energy Stimulation, growing +15 per cent in value vs. two years ago, Boost’s new Blue Raspberry limited edition is bringing excitement and incremental sales to the 250ml market.

Keep ReadingShow less
Café Delice coffee-to-go concept by Delice de France featuring Modern Standard beans

Coffee-to-go concept for bakeries

Delice de France launches margin-boosting Café Delice coffee-to-go

Delice de France, the UK experts in bread, bakery and food to go, is launching Café Delice, a new coffee-to-go concept where outlets selling 35 cups a day can earn margins of 40 per cent.

The move will enable bakery customers of Delice de France to extend their food-to-go offering with quality hot drinks at competitive prices.

Keep ReadingShow less
Heat and Eat World Food Flavors for Quick and Delicious Tacos

Authentic flavors, ready in minutes – Pekis Taco Fillings !

Empire Bespoke Foods launches new ‘Mexican For Foodies’ range of taco fillers

Empire Bespoke Foods, the specialist global food importer and distributor, has unveiled an exclusive new range of "heat and eat" taco fillings based on the most popular world food flavours in response to growing consumer demand for exciting and convenient meal solutions.

Pekis Taco Fillings are based on traditional and authentic recipes from around the world, cooked with 100% premium quality, natural ingredients and no preservatives. Ready to heat, eat and enjoy, the range comprises Chicken Jalapeno, Tikka Masala, Chicken Teriyaki and Chilli Con Carne. Each 180g pack will fill four average-sized taco shells.

Keep ReadingShow less
James Haskell holding the Schneaky Espresso Martini glass, promoting St. Patrick’s Day cocktails

Sip smart this St. Patrick’s Day with Kahlúa’s Schneaky Espresso Martini glass

Kahlúa goes undercover for St. Patrick’s Day

Cocktail lovers can rejoice this St. Patrick’s Day with the release of Kahlúa’s “Schneaky” Espresso Martini glass. Disguised to look like a pint of stout, the specially designed, hand-blown glass sneakily conceals an Espresso Martini inside a pint glass. The crafty solution was created following research revealing that cocktail lovers feel “St. Patrick’s Day pressure” to drink stout – even if they don’t savour its flavour.

According to the study, around two in three drinkers (64 per cent) have felt the need to order a "certain stout drink" to fit in and nearly half (42 per cent) fear they might be judged poorly for choosing a cocktail over a pint on St. Patrick’s Day. Enter the Schneaky Espresso Martini glass by Kahlúa – a saviour for many cocktail lovers on 16 and 17 March.

Keep ReadingShow less