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From jeffersonhunt.co.uk Malibu ‘Melons’ continues the ‘Seriously Easy Going’ approach to life of Malibu by using the culture and attitudes of the Caribbean people to parody western behaviours, specifically the fact that western cultures take life far too seriously. Following on from the recent ‘serious’ subjects of mobile phones and doctor’s appointments, this ad focuses on another everyday source of stress and annoyance – the world of customer service!
As with the other ads in the series, ‘Melons’ highlights how people in western culture often lose their balanced perspective on life, creating an unnecessarily serious and stressful situation. The ad takes typically irritating situations and adds a comic twist, resulting in lines such as ‘I’m sorry Sir, but that melon is for display purposes only’ - always with tongue firmly in cheek. By demonstrating how ridiculous everyday situations can be, Malibu continues its ‘Seriously Easy Going’ message and encourages people to take a ‘less serious’ attitude towards life.
‘Melons’, which will run on TV and cinema screens throughout June and July, is at the forefront of ADUK’s consumer-marketing programme and will be seen by 80% of 18-24 year olds at least 5 times. The end frame of the advert shows an image of the new Malibu Mango and Malibu Pineapple flavours and will play a key role in supporting the launch of these two new Malibu offerings along with an extensive on-trade sampling and off trade promotional programme.
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Notes to editors
Malibuâ Mango and Malibuâ Pineapple are 21% ABV and are sold in 70cl bottles. Available from March 2005 in both the on and off premise they have an RRP of £11.29. MALIBU and SERIOUSLY EASY GOING are registered trademarks of Allied Domecq Spirits & Wine USA Inc.
Allied Domecq Spirits & Wine (UK) is a member of the Portman Group – promoting responsible drinking. For more information see www.drinkaware.co.uk
© Copyright 2003 by Jefferson Hunt Communication Consultants |