Malibu has launched ‘Taste the Summer’, a new digital-first marketing campaign intended to bring the Pernod Ricard brand closer to its target audience of 18 to 24-year-olds.
As well as a media partnership with youth news site The Tab and influencer activity from the likes of Gabby Allen, Olivia Buckland and Sam Thompson, the campaign includes the Malibu Games, described as “five fun-filled days designed to test teams with a series of challenges”.
The games will take place from 7 to 11 August in Liverpool’s Great Baltic Warehouse, which will be transformed into three tropical-themed zones inspired by Malibu flavours Original Coconut, Passion Fruit and newest addition Strawberry Spritz. Besides giant team games, the event features live DJs and a Malibu Beach Bar.
Commenting on ‘Taste the Summer,’ Chris Ellis, Commercial Director for Pernod Ricard UK, said: “Malibu is a true icon of summer and we continually strive to provide fun and engaging social occasions that fans of the brand can get involved in with friends. This year’s campaign is no different and will be branded as the hottest summer moment, with Malibu serves at the core of the experience.”