Malibu

International reggae star Shaggy has been signed up by drinks firm Allied Domecq as the new global face of Malibu Caribbean white rum with coconut.

With his upbeat nature and seriously easy Caribbean perspective, Shaggy was chosen because he mirrors what Malibu is about – helping to kick-start a fun evening for seriously easy good times.

Shaggy will lend his characteristic Caribbean voice to become the spokesperson for Malibu and will feature in a specially devised advertising campaign with a variety of executions. His charismatic looks will also appear on a range of promotions.

Additionally, an extensive PR campaign will exploit the sponsorship deal leveraging a forthcoming global album launch and concert tour.

In teaming up with the international star, Malibu becomes the sole alcoholic drink sponsor of world-wide Shaggy concerts and will work with him on album launch events around the world.

Cathryn Sleight - Marketing Director at Allied Domecq Spirits and Wine (UK) Ltd. commented: “Shaggy is the perfect choice for the Malibu brand as his upbeat nature and seriously easy outlook and approach to life perfectly mirrors what Malibu is all about –– helping to kick-start a fun evening for seriously easy good times. We’re delighted that a global star of Shaggy’s magnitude has teamed up with the brand and we look forward to showing how Malibu and Shaggy make for the ultimate seriously easy night out.”

Take It Easy. Drink in Moderation.


For more information, contact:
Sarah Hembrow 0117 3735335 / 07817 804059
Mark Hunt: 01453 827451 / 07768 145583

© Copyright 2005 Jefferson Hunt Communication Consultants

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