Malibu
'Seriously Easy Going Shaggy' wins industry award
May 31, 2005, 14:40

The campaign, developed by specialist marketing agency, Publicis Dialog, and Making Waves, triumphed in the Alcoholic Drinks category beating stiff competition from After Shock® and Grand Marnier®.

The promotion, which featured international pop star Shaggy as the global face of Malibu, was launched in October 2004.  As well as a specifically devised advertising campaign with a variety of executions, ADUK and Publicis undertook an extensive PR campaign, which involved holding a ‘Seriously Easy Party with Shaggy’ at 73 student unions across the country.

One week prior to the events, 35ft inflatable Shaggys were placed outside the larger participating student unions and flyers were handed to students about the upcoming ‘Serious Easy Party with Shaggy’. On the night, students were required to pass through a ‘Seriously Easy Going-O-Meter’ before being admitted to the bar and once inside they were given a VIP pass, a voucher for one free drink of Malibu and Cranberry, and a half price Malibu and Cranberry voucher. Two ‘Seriously Easy Party with Shaggy’ events were held at each participating union, a week apart.

Two weeks after the final event, participating unions carried out further Malibu promotional activity by displaying posters and offering prizes in the union bars, again reminding the students of the links between Shaggy and the Malibu and Cranberry sampling activity.

The activity allowed ADUK to raise the awareness and brand visibility of Malibu and Cranberry among the 130,000 university students who attended the parties and to continue to reinforce the position of Malibu as one of the fastest growing spirits brands in the UK market with sales up 60% since acquisition by ADUK three years ago*.

Judges praised the campaign as ‘well thought out’ and highlighted the fact that it ‘interacted with the consumer before, during and after the main event.’  The use of Shaggy was also praised with the judges remarking that ‘The use of Shaggy made a great contribution to the relevance of this highly targeted promotion.’

“We’re delighted with the success of the campaign and to gain such recognition from the industry is fantastic,” said senior brand manager Christophe Prat. “ The strength of the campaign was based on the fact that the students were able to easily connect with the ‘Serious Easy Party with Shaggy’ activity, it enhanced their party and created a link between them and the brand.”

Malibu continues to go from strength to strength with the launch of Malibu Mango and Malibu Pineapple. Packaged in striking 70cl bottles bearing the familiar Malibu livery, the two new flavours were launched in the UK in March 2005 and not only serve to reinforce the position of Malibu as a versatile and mixable spirit but also play an important role in recruiting new consumers to the brand and extending the Malibu drinking occasion.

~Ends~

Notes to Editors:

* Source: AD Internal Data

'MALIBU and SERIOUSLY EASY GOING are registered trademarks of Allied Domecq Spirits & Wine USA Inc.