This month, Malibu – the Coconut Flavoured Rum – is launching its new summer campaign to the UK on-trade.
The campaign offers licensees three in-outlet activations to drive spirit sales for on-trade retailers, including a gift with purchase partnership with cosmetics brand, Models Own.
Running throughout the summer months, Malibu will be offering a free limited-edition make-up kit worth £20 to all consumers who purchase a Malibu drink for themselves and a friend from participating outlets.
The make-up kit contains a mirror, coconut-flavoured lip gloss, eyelash curlers and eye shadow, all from Models Own.
Consumers will receive a voucher upon purchase and will be directed to the Malibu UK Facebook page to enter their unique voucher code, the kit is then sent directly to their home address.
Launching in 4,000 outlets, the brand will also be encouraging trial of its summer serve, Malibu with cranberry and lemonade, by offering it in a pitcher complete with carrier tray for up to four glasses.
Supported by branded bar runners and drip mats, the ‘Malibu Pitcher’ aims to communicate Malibu’s versatility and emphasises its strength as a shareable drink over the summer period.
From April, consumers purchasing two Malibu drinks for themselves and a friend in participating outlets will be rewarded a free Malibu Tote Bag at point of purchase.
The summer tote includes artwork from designer Sophie Harris-Greenslade, featured on Malibu’s new Limited Edition summer bottle.
Patrick Venning, Marketing Director at Pernod Ricard UK, said:
“With spring starting to warm up and summer only around the corner, Malibu is doing all it can to inject some early fun and sunshine into social occasions.
“From gifts to get consumers looking ready for the summer months, to the eye-catching and delicious Malibu Pitchers, our summer activations will resonate with our target consumers, reinforce Malibu’s versatility as a highly mixable spirit, and help support licensees in their drive for profitable spirit sales over the summer months.”