Malibu consumers get creative

26 May, 2010

Malibu’s white bottle has been turned into a blank canvas to encourage consumers to create their own one-off labels.

The Malibu By U activity will see the Malibu palm tree and sunset logo muted into a “metallic shimmer” on the limited edition bottles to provide the base for designs.

Consumers will be able to upload a photo of their creation or create their designs online using a range of virtual art materials at malibu-rum.com/byu.

The best three entries will win a trip to Rio, Vegas or Barbados, the home of Malibu rum.

The launch will be supported by PR activity, ads in universities, on the London Underground and on Facebook and Twitter.

The limited edition bottles are being listed by Tesco, Sainsbury’s, Bargain Booze and Londis.




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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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