Malibu Launches New Global Brand Positioning with 'Do Whatever Tastes Good'
PR95638
STOCKHOLM, April 25, 2022 /PRNewswire=KYODO JBN/ --
Malibu is launching a global brand refresh, spearheaded by a sun-soaked film
from award-winning director Dave Meyers, introducing new energy, confidence and
year-round summer vibes to the popular drink and encouraging everyone to get
into the summer mindset and "Do Whatever Tastes Good."
When you think of Malibu, you instantly think of summer beach holidays. But why
should that summer mindset be confined to three short months? Why should we
ever feel like we can't do the things we like?
This global campaign titled "Welcome to Malibu," created with Wieden+Kennedy
London, encourages consumers to live with the summer mindset all year. Whether
that's sipping a piña colada in the summer while shamelessly enjoying the top
pop hits, or mixing Malibu and Lemon Lime Soda at a holiday party. Malibu says:
"Do Whatever Tastes Good."
Off the back of a stellar year of growth in 2021, this brand refresh aims to
keep the momentum by moving Malibu firmly back into culture and into even more
consumer's repertoires. The campaign features a wide range of moments and new
ways in which to enjoy Malibu, from refreshing cocktails to flavours and ready
to drink serves.
The new campaign will launch across all key markets including the US and
Europe, led by a colour-drenched film, directed by the iconic Dave Meyers,
famed for genre-defining music videos.
The spot, "Welcome to Malibu," takes viewers into the world of Malibu on "Coco"
- the fabulous coconut horse, where they find a hyper real, inclusive space
where everyone is doing what they like, whenever they like, with Malibu's
summer vibe shining out across all seasons.
The film, which is produced by RadicalMedia, will be supported by a huge
integrated campaign across online, digital, out of home and in-store. The brand
refresh will also be unmissable on social channels, with an extensive range of
assets including AV, GIFs, stickers and behind the scenes content.
Johan Radojewski VP Marketing, Malibu, said: "The exciting thing about this
campaign is that it reframes the traditional summer Malibu occasion from a time
and place to a mindset you can find anytime. By inviting our consumers to 'Do
Whatever Tastes Good' we are capturing the spirit of summer and making it
relevant all year round. Giving our audience permission to enjoy whatever it is
that they like, whenever they like."
Tad Greenough Chief Creative Officer, The Absolut Company, said: "We knew that
Malibu needed a creative and strategic step change, and I knew that there was
no better agency than W+K for this reset. We are delighted with the campaign
and the renewed energy and excitement it will give our brand."
Katy Edelsten and Rachel Clancy, W+K creatives, said: "Like a perfect pop track
or your cushiest velour sweatpants, Malibu is unashamedly mainstream and
deliciously uncomplicated.
"Our brief was to move Malibu beyond the confines of sun loungers and coconut
cups, so we created an entire magical, musical world (which still has a
prominent role for coconuts, don't you worry).
"Malibu is a place where summer is a mindset, residents serve all sunshine and
no shade, and where we invite all who visit us to Do Whatever Tastes Good."
Pam Forbus, SVP, Chief Marketing Officer, Pernod Ricard North America, said:
"Malibu knows that summer is a time when people feel most free to do the things
they love and enjoy carefree fun. With our new campaign, Welcome to Malibu,
we're embracing that energy and encouraging our fans to do the same. We look
forward to welcoming consumers into our world and showing them that when you
just add Malibu, you can do whatever tastes good - anytime, anywhere."
Watch the film here [https://youtu.be/Uc1HEIQox54].
Download assets and creds here
[https://www.dropbox.com/sh/e817vh9vq6zxk6h/AABrJ6F8bGHFeW3qCKNSgh4Wa?dl=0].
To learn more: www.maliburumdrinks.com/welcometomalibu
On social: @malibu_rum [https://www.instagram.com/malibu_rum/] (Global account)
& @maliburumUS [https://www.instagram.com/maliburumus/] (US account)
#WelcomeToMalibu, #DoWhateverTastesGood, #MalibuRum
Notes to Editors
The Absolut Company
The Absolut Company has the worldwide responsibility for the production,
packaging innovation and strategic marketing of Absolut Vodka, Malibu and
Kahlúa.
Malibu is the number one rum-based coconut spirit in the world.
Absolut Vodka is one of the world's top ten international spirits brands. Every
bottle of Absolut Vodka comes from one source, Åhus in southern Sweden.
Kahlúa coffee liqueur is the world leader in its category.
The Absolut Company portfolio also includes Åhus Akvavit. The visitor center,
Absolut Home, located next to the main production site for Absolut Vodka, was
opened in 2018. The head office is located in Stockholm, Sweden. Chairman and
CEO is Stéphanie Durroux. The Absolut Company is a part of Pernod Ricard, the
world's second largest wine and spirits producer (source: IWSR).
About Pernod Ricard
Pernod Ricard is the No.2 worldwide producer of wines and spirits with
consolidated sales of €8,824 million in FY21. Created in 1975 by the merger of
Ricard and Pernod, the Group has developed through organic growth and
acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod
Ricard, which owns 16 of the Top 100 Spirits Brands, holds one of the most
prestigious and comprehensive brand portfolios in the industry, including:
Absolut Vodka, Ricard pastis, Ballantine's, Chivas Regal, Royal Salute, and The
Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club
rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well
Jacob's Creek, Brancott Estate, Campo Viejo, and Kenwood wines. Pernod Ricard's
brands are distributed across 160+ markets and by its own salesforce in 73
markets. The Group's decentralised organisation empowers its 19,000 employees
to be true on-the-ground ambassadors of its vision of "Créateurs de
Convivialité." As reaffirmed by the Group's strategic plan, "Transform and
Accelerate," deployed in 2018, Pernod Ricard's strategy focuses on investing in
long-term, profitable growth for all stakeholders. The Group remains true to
its three founding values: entrepreneurial spirit, mutual trust, and a strong
sense of ethics, as illustrated by the 2030 Sustainability and Responsibility
roadmap supporting the United Nations Sustainable Development Goals (SDGs),
"Good times from a good place." In recognition of Pernod Ricard's strong
commitment to sustainable development and responsible consumption, it has
received a Gold rating from Ecovadis. Pernod Ricard is also a United Nations'
Global Compact LEAD company. Pernod Ricard is listed on Euronext (Ticker: RI;
ISIN Code: FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.
About Wieden+Kennedy London
Wieden+Kennedy London [http://www.wklondon.com/] is a creatively-driven
communications agency, part of the independent network of eight W+K offices
around the world. Driven to do the best work of our lives with inspiring
clients, we're proud to work with, and help build, great brands like Coca-Cola,
Formula 1, Nike, Sainsbury's and TK Maxx.
We produce provocative, culturally influential work - reflected in our position
as Fast Company's Most Innovative Company in Marketing and Advertising in 2018,
2019 and 2020.
We also work hard to create an environment which encourages and supports people
of all kinds to do their best and are proud to be named in The Sunday Times'
Best 100 Small Companies to Work For, the UK's only creative agency to make the
list.
Photo - https://mma.prnewswire.com/media/1803642/The_Absolut_Company_Malibu.jpg
Logo - https://mma.prnewswire.com/media/1803643/Malibu_Logo.jpg
Source: The Absolut Company
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