Malibu is inviting consumers to “Let The Funshine” with a new global media campaign celebrating the real-life awkwardness that’s surfaced as the world starts to open up again. An above-the-line 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.
A series of short films, the campaign is live now and runs until the end of August across YouTube, Instagram, Facebook, Snapchat and digital display.
Malibu is collaborating with global singer-songwriter Anne-Marie, actor Michael Dapaah, and nine UK influencers, and the integrated campaign aims to capitalise on the popularity of the brand, which is currently experiencing +26.5 per cent value growth, well ahead of the Specialities category (+16 per cent).
“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,” said Marnie Corrigan, Brand Director at Pernod Ricard UK. “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!”