This summer Malibu is amplifying its marketing activity by expanding its ‘Malibutique’ concept, joining forces with brand partners, and launching a new Facebook app.The brand’s digital campaign is focusing on getting girls ready for a night out – and will be bringing it to key shopping areas of Cardiff, Liverpool and Birmingham from 28th June – 15th July.
The ‘Malibutique’ concept serves as a dressing room, helping consumers to get ready for a night out by sampling the latest fashion and beauty products while drinking Malibu summer cocktails.
Partner brands include ghd, Fake Bake, Models Own and heat magazine, which all resonate with Malibu’s target audience, 18-34 year old females.
The brand’s digital campaign is focusing on getting girls ready for a night out
Each brand partner will offer treatments for consumers, including personal wardrobe consultations with heat magazine’s Style team, with tips on colours, styles and key accessories to look out for over the summer months.
In addition to their involvement in ‘Malibutique’, the brands will be partnering with the Caribbean rum brand to create offers both on-line and off-line – with the first ‘gift with purchase’ already running between Malibu and Models Own in select on-trade accounts.
heat magazine will also be running a Malibu-sponsored summer mini-mag in its 29th May issue, with further style advice, drinks inspiration and competitions.
A series of Malibu advertorials will run in the main magazine over the summer.
Malibu is building on its digital strategy by launching a new Facebook application, Malibu VIP, with creative digital agency, Zone.
Available on www.facebook.com/malibuUK, the app is a gamified loyalty programme for Malibu fans and contains Malibu content including drinks recipes, games, style articles and giveaways.
Each time a Malibu fan interacts with the brand on the Malibu VIP app via the MalibuUK Facebook page (by playing a game, reading an article or participating in a giveaway offer), they receive VIP points and gain ‘status’ from Malibu Mover and Shaker, all the way to Idol and ultimately, Legend.
Some content is locked to users with low status but can be accessed by gaining more points. Examples of content include giveaways of this season’s most fashionable designer handbags.
Commenting on Malibu’s summer initiatives, 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 over 12,000 target consumers, and we are excited to be bringing it to two new cities this summer.
“Malibutique serves as a relevant and engaging platform for us to showcase Malibu’s versatility to our target audience who love music, fashion and exploring the latest styles for their social get-togethers.
“The new Malibu VIP Facebook app will act as a platform for us to continue engaging loyal fans of the brand, whilst also exciting new target consumers with drinks inspiration and topics that they enjoy reading about and sharing.”
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