Malibu tries to net social butterflies with TV ad

Malibu TV ad endframe

Malibu is returning to TV screens for the first time in four years.

The new advert is a key part of the brand’s overall ‘Because Summer’ campaign, which will include a host of activity aimed at Malibu’s target audience of so-called ‘Social Butterflies’.

On air from now until July in two bursts, the advert features four alternative endings promoting popular serves using Malibu, including a Piña Colada, Malibu Cola, Malibu & Pineapple and Malibu’s three flavours of ready-to-drink cans.

Adam Boita, Head of Marketing at Pernod Ricard UK, commented: “We debuted the ‘Because Summer’ films last year across our social media channels and, to ensure they continue to be viewed by as many people as possible, we’ve refreshed them for 2017. Featuring song-of-the-summer ‘Rich Boy’ by Galantis as this year’s soundtrack, we’ve ensured the advert is scheduled during ‘guilty pleasure’ programmes across the channels most watched by 18-24 year olds: C4, ITV2, ITV Be and Sky.”

The TV advert is supported by online activity including an #EpicSlowMo online version featuring Instagram influencer @thefatjewish, a partnership with Shoreditch café ‘Palm Vaults’, and bespoke Snapchat filters.

The ‘Because Summer’ campaign will also be supported in-store with a range of POS, available on request.

Malibu is continuing to perform well across the off-trade and is the number one rum within the specialities category, experiencing +1.8% value growth on its Original format and +1.3% on its Pineapple variant.