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."
include digital, press and radio ads, and sampling .