Responsible drinking TV campaign for Malibu is a PRUK first

29 November, 2010

Pernod Ricard is running its first TV ad with a responsible drinking message in the UK.

The ad for Malibu is appearing on ITV2, E4 and 4Music until December 30.

It builds on Malibu’s existing Radio Maliboom Boom campaign with its two radio DJs delivering the message that: “One too many always mess up your head”.

Patrick Venning, head of marketing at Pernod Ricard UK, said: “Malibu is able to speak to younger adult consumers in a way that is relevant and credible.

“We wanted to utilise this to remind our consumers of the importance of drinking responsibly.

“Younger adults do not want to be told what to do, especially when it comes to social occasions, so we approached the advertising with the same fun attitude that they expect and appreciate from Malibu.”

Pernod Ricard has also ready done responsible drinking work around Malibu on the radio with Kiss FM.

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