|
Malibu
Do you get stressed out about your flat mates not doing the washing up when it’s their turn? Even worse – are you the person who drew up the washing up rota in the first place? If you answerd yes to either of these questions then the chances are that you could use some extra tuition in taking life less seriously!
As part of a major on trade activity this Christmas, Allied Domecq Spirits & Wine (UK) Ltd (ADUK) is targeting 130,000 UK students with the new “Seriously Easy Going” drinking solution Malibu Caribbean White Rum with Coconut, mixed with Cranberry Juice. Following the current campaign theme that parodies Caribbean behavior in a western society the programme of events is highlighting some of the trivial things that make student life so unbearable!
The activity takes a tongue-in-cheek look at the cause of much student angst through a programme designed to reflect Malibu®’s easy going and less stressful approach to life, whilst at the same time driving trial of Malibu and cranberry.
“Taking place in over 80 Student Union bars nationwide the Malibu university programme is a simple yet effective way of reaching our key target market of 18 to 24 year olds” says Jeremy Hill, Senior Brand Manager at ADUK. “Our approach has been to create a promotional programme that combines our seriously easy going positioning for the Malibu® brand with relevant elements of student life and then bring the two together in a fun and engaging way”.
The programme has been running since October with at least two events each week at different Universities. Strong pre promotional activity before each event consists of flyers, posters and advertising in student magazines, and on the event night itself a promotional team give students a lesson in how to be “Seriously Easy Going” with the reward of a free Malibu and Cranberry once they are judged to have passed the test. The whole event is supported by extensive POS placement in the Student Union Bars and further incentives to purchase Malibu & Cranberry.
“Given the fact students make up a third of the target market for Malibu in the UK, this is a very natural place for us to be,” continues Hill. “Directly supported by our £3m national TV advertising campaign we are confident that this programme will play a significant role in building brand adoption amongst our target group”, concludes Hill.
Malibu is a unique and highly successful brand has extensive distribution across the UK, as the UK’s fastest growing speciality spirit brand, Malibu® continues to perform well ahead of its competitors.
The student events are just part of an exciting programme, which also comprises consumer advertising and sales promotion activity to reinforces the brand’s ‘seriously easy going’ positioning.
~Ends~
Notes:
1. Malibu is the registered trademark of Allied Domecq Spirits USA
For more information please contact:
Sarah Hembrow
Tel: 07817 804059
Email: sarah@jeffersonhunt.co.uk
© Copyright 2005 Jefferson Hunt Communication Consultants
Top of Page
| 
