Sampling and beauty tips in summer push for Malibu
Malibu will be targeting shoppers in Cardiff, Liverpool and Birmingham with cocktail sampling between June 28 and July 15.
The Malibutique will see the coconut rum brand join up with leading fashion and beauty brands to offer treatments, wardrobe consultations and free cocktail samples to women in the target 18-34 age group.
There will be additional bespoke promotions through the summer and a series of advertorials in Heat magazine.
Heat is also running a Malibu-sponsored mini-mag in its May 29 issue and the brand is being backed by a new interactive phone app called Malibu VIP.
Patrick Venning, marketing director at Pernod Ricard UK, said: “Our Malibutique pop-up was a huge success in London, Manchester and Birmingham last year, attracting 12,000 target consumers, and we are excited to be bringing it to two new cities this summer.”