Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has unveiled a heavyweight summer campaign for Malibu^® Caribbean White Rum with Coconut, the UK’s fastest growing speciality spirit brand.

Developed to drive maximum impact and sales across both on and off trade outlets during the key summer trading period, the programme, which comprises consumer advertising and sales promotion activity, reinforces the brand’s ‘seriously easy positioning’ whilst successfully communicating its position as a refreshing summer drink. 

The campaign, which breaks nationally on July 7th is headlined by the return of the highly successful TV execution “Bus” - famed for its memorable phrases “total grid lock” and “you give me road rage”.  The first ever execution created and used in the ‘Seriously Easy’ campaign, ‘Bus’ will run for four weeks and will be seen by 2 million 18-24 year old women.

To coincide with the TV campaign, ADUK will also be running a nationwide ‘Seriously Easy Refreshment’ programme in the On trade.

Designed to drive awareness of the refreshing mix of Malibu^® and Cranberry, the ‘Refreshment’ programme will further support licensees in exploiting the premium sales opportunity that Malibu^® represents during a period when about a third of total annual brand sales occur.

Supported by branded pitchers, impactful back bar displays and a range of ‘Seriously Easy’ Malibu^® POS, the activity will also engage bar-staff via an incentive and mystery shopper programme.

“The aim of this campaign is to combine our consumer marketing activity which reminds consumers of the brands unique position and attitude, with specific on and off trade activity that drives mixability and rate of sale.  I have always said that the secret behind our continued success with Malibu^® lies in extending usage beyond cola.  Malibu^® and Cranberry is sessionable and refreshing, and by driving mixability not only are we making the brand more relevant to the consumer, but we are also providing retailers with an opportunity to drive volume and profitability.  Malibu^® is one of very few brands which experiences a seasonal volume uplift during summer and as such now is a great time to exploit its position as a refreshing summer drink by promoting it mixed with Cranberry juice”, says Jeremy Hill, Senior Brand Manager at ADUK.

To increase the already heightened levels of brand awareness, Malibu^® will also be supported in the Off-Trade with a highly competitive pricing program, supported by impactful off shelf displays.

Malibu^® is a unique and highly successful brand with high penetration amongst 18-24 year old women and extensive distribution across the UK.  As the UK’s fastest growing speciality spirit brand, Malibu^® continues to perform well ahead of its competitors and the category with a MAT growth of +3% and +10% in the On and Off Trade respectively*.

Strong performance, combined with a heavyweight support program means Malibu^® will be a real winner this summer. “If you want Seriously Easy performance make sure you’re serving or stocking Malibu^® and Cranberry”, Hill concludes.

~Ends~

  Notes:

1.      Malibu is the registered trademark of Allied Domecq Spirits USA

2.      *Source: A C Nielsen On Trade On/Off Trade Audit – February/March 03 & March/April 03

For more information please contact:

Mark Hunt

Jefferson Hunt Communications

Knapp House,

Selsley West, Stroud. GL5 5LJ

Tel/Fax: 01453 827451

Mobile: 07768 145583