Malibu adds a hint of sunshine to lockdown life with consumer comp

holiday snaps

Coconut rum brand Malibu has unveiled a new digital campaign, which gives consumers the chance to win a Malibu gift pack.

With social media usage in the UK up 18% from February to March, the campaign is aimed squarely at Malibu’s target audience of ‘Young Fun Starters’ (or Gen Z).

It sees the Pernod Ricard brand partner with lockdown content creators to launch a user-generated ‘Holiday at Home’ content series, encouraging people to share where in the world they would rather be during the summer months.

By posting on social media and tagging @maliburumuk with #MalibuHoliday, consumers will be entered into a competition giving them the chance to win an at-home pack featuring all the Malibu products available in the UK.

Malibu is also increasing its reach by partnering with ‘meme’ account The Archbishop of Banterbury.

Raja Banerji, Marketing Director at Pernod Ricard UK, commented: “During these uncertain times, consumers are looking to learn new skills and are seeking moments of joy within their home. Memories are able to bring sunshine to any cloudy day and Malibu is all about inspiring our Young Fun Starters to create summer memories that last a lifetime.

“Since our consumers can’t be together physically, our campaign encourages the creation of new memories in their own home by bringing that summer feeling to life digitally.”

The campaign runs throughout June on the brand’s Instagram channel @Maliburumuk and coincides with in-store activity calling out the Malibu Piña Colada as this summer’s must-have cocktail at home.