Malibu coconut rum is owned by drinks giant Pernod Ricard with an established position in the UK. Since 2014, the marketing concepts have moved from 'Seriously Easy Going' and shifted toward the idea of Malibu encouraging people to have their "Best Summer Ever".
About This Project
Although Malibu has no problem with brand recognition in the UK, the challenge they face is the ever-increasing number of competitors and that it’s generally seen as a drink for the ladies. The first thing that Malibu realised is that it’s impossible to single-handedly change the drinking habits of UK men, so they instead chose to intensify their focus on this established female market.
With this positioning, PRE helped Malibu reeducate their UK team and sales department with their audience. An internal faux-magazine was created as well as various presentations to present the new position and revised audience. Following on from the internal pieces, we also helped with some Malibu limited edition pieces to raise the profile even further. The new target of early-20s women who drink Malibu with friends while they get ready to go out are fashion and style conscious. With this in mind, over the last few years we’ve worked with various up-coming illustrators to produce Malibu limited edition bottles for the summer season.
These bold and striking designs have positioned Malibu neatly with their new audience and added some real publicity and shelf stand-out. Their success has also seen an expansion to matching Malibu limited edition glasses and jugs used by bars and at promotional events.
(Malibu marque images by: www.karolinakrasuska.com / www.everynight.co.uk)