Malibu
A Seriously Easy Going Summer with Malibu And Shaggy
Jun 29, 2004, 17:56

Allied Domecq Spirits & Wine (UK) Ltd (ADUK) are rolling out a major summer sampling programme in 15 major UK cities throughout July, hitting a total of 180 bars and targeting some 58,000 consumers. The sampling extends awareness and trial of the refreshing mix that is Malibu Caribbean White Rum with Coconut, and Cranberry juice.

The program will capitalise on the recent signing of international reggae star Shaggy as the international face of Malibu. Shaggys’ Caribbean approach to life will play an important role in the sampling activity with consumers asked to prove they are seriously laid back to qualify for a sample.

The programme builds on the success of the student programme last year when some 130,000 students nationwide sampled the refreshing mix of Malibu and Cranberry juice. An extensive sampling program will be undertaken to reinforce the brand’s ‘seriously easy positioning’ whilst communicating the refreshing qualities of Malibu® and Cranberry juice … ideal for the summer!!

Sampling teams equipped with jet pack dispensers will invite consumers to ‘become Shaggy’ with the aid of Shaggy masks and to take the seriously easy going qualifying ‘test’ to qualify for a 35ml sample of Malibu and Cranberry Juice. As a memento of the evening consumers will be given a photograph of themselves placed in a Malibu branded wallet. The mask itself then becomes an easy going way to be visible and order at a crowded bar with the message ‘Make mine a Malibu and Cranberry’ printed on the reverse.

Pre event publicity will include posters, tentcards and mirror stickers with the branding amplified on the event night with bar displays and branded bar staff.

Brand Manager Gareth Brown said: "Having Shaggy as the face of Malibu is fantastic because he really does reflect the brands unique position and attitude – seriously easy going. The aim of the activity is to highlight this and combine it with specific on trade activity that drives mixability and rate of sale. We 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

"The brand is all about taking life less seriously and that is exactly what this activity reflects". He added.

Specifically designed to continue the brands strong momentum, the program will also help licensees maximise the premium sales opportunity that Malibu presents, particularly given that 40% of all annual Malibu sales occur during the summer period.

~Ends~
Notes:
1. MALIBU is a registered trademark of Allied Domecq Spirits USA


© Copyright 2003 by Jefferson Hunt Communication Consultants