Malibu Unveils New Campaign, Fresh Cocktail Extensions

Malibu Rum, the third-largest rum brand in the U.S., was up 10% to just under 3 million cases last year, according to Impact Databank. The Pernod Ricard label is launching two new canned cocktails along with a new video ad. The new RTDs are Pineapple Bay Breeze Cocktail in a Can and Watermelon Mojito Cocktail in a Can, both of which are at 7% abv and retail for $13 a 4-pack. The two new flavors join Pina Colada and Strawberry Daiquiri in the Malibu Cocktail canned lineup.

“Looking at the category, spirits-based RTDs are continuing to grow,” Malibu brand director Reshma Dhati recently told SND. “Our new Malibu Cocktails in a Can, made with the brand’s smooth Caribbean rum, have seen a nine-times growth in distribution since launch, as well as strong growth in velocity.”

Created by creative agency Wieden+Kennedy, the new digital campaign is called “Welcome to Malibu.” The ad was directed by music video director Dave Meyers and presents a hyperreal world moving through scenes at a backyard cookout, a salon, and a pizzeria. The campaign launches today and is rolling out digitally nationwide.—Danny Sullivan

Tagged : Malibu, Pernod Ricard

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