Pump up the volume with Malibu

05 October, 2007

Pernod Ricard is rolling out another series of its Malibu Soundclash battle of the DJs as part of a £6.5 million marketing campaign for the drink.

The re-run kicked off at Northumbria University last month and will hit a total of 25 universities before wrapping up at the London School of Economics & Political Science on Nov 9. Each event involves DJs going head-to-head

on

stage to win audience approval.

Soundclash also gives students, who make up an important part of Malibu's target audience of 18 to 24-year-olds, a chance to sample Malibu mixed with cranberry.

Jo Spencer, head of marketing for light spirits, said: "Malibu Soundclash is a high-energy event which perfectly reflects Malibu's positioning as a fun, vibrant, spontaneous and approachable brand."

An interactive website - malibusoundclash.com -

features all details about the events, cocktail competitions and signature Malibu cocktails.




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COMMENT

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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