Pernod relaxes at home with Malibu

Pernod Ricard UK has pledged a £14 million investment package for Malibu over the next two years.

The marketing activity will kick off with a £1.2 million national TV ad campaign called Get Your Island On. Running for four weeks on terrestrial and satellite channels, the ad is the first above-the-line campaign created by Pernod since it took over Malibu in the Allied Domecq acquisition.

While previous ads focused on laid-back Caribbean lifestyles, the new one urges consumers to bring that lifestyle into their everyday lives. The burst of summer advertising will be followed by more

in the run-up to Christmas.

Malibu is currently growing at 10% in value in the off-trade, according to Pernod, which said


c ampaign was targeted at the brand's core 18 to 24-year-old female consumers, who account for 40% of volume sales.

Head of marketing Jo Spencer added: "Our

campaign gives Malibu the chance to showcase the infectious, engaging spirit

at the heart of the brand, that's relevant to our core target audience."

The two-year

plan will

include digital, press and radio ads, and sampling .