Malibu ads tune into Barbadian beat

02 April, 2010

Pernod Ricard is rolling out a new ad campaign for Malibu called Radio Maliboom Boom.

TV, radio and online ads will feature DJ Bernhard and MC Wonder Full broadcasting “the infectious beat of?the Caribbean to the world” from a beach in Barbados.

The push will run for seven weeks, until May 19, in two bursts of activity across ITV1, Sky1, MTV, Channel 4, Kiss FM and Facebook.

It is expected to reach a total of 5.6 million people in Malibu’s core consumer target group of 18 to 24 year olds.

In the off-trade a cocktail shaker which features recipes containing Malibu will be available as part of a value-added offer on Malibu’s 35cl bottle.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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