Premium edge sought for Malibu
Pernod Ricard is backing the launch of a new-look Malibu bottle in the UK with a £6 million ad
The redesigned packaging aims to create a more premium image of the brand and includes a modernised logo, cocktail recipes on the back label, and a new Spirit of The Caribbean embossed stamp on the bottle.
A Malibu Hot campaign will be rolled out to the UK to promote Malibu and Cranberry as a summer mixer. The push will be supported by ads running in consumer magazines, the creation of a new website and the continuation of the Soundclash music tour to student unions across the UK.
To coincide with the launch of the revamped packaging, Pernod has introduced an in-store campaign giving away a fashion "shopper" bag to consumers when they buy two bottles of Malibu. A new Pitcher Pack campaign will also be launched in leading supermarkets across the UK offering a free branded plastic jug with every bottle of Malibu bought.
Jo Spencer, head of light spirits, said: "Malibu enjoys
96 per cent consumer awareness and is on par with other super brands such as Virgin and Nokia.
"The various summer campaigns recognise the brand's outstanding performance and invite consumers to sample this season's hottest item. Overall, the summer of 2007 is
the biggest yet for Malibu."