Malibu: Malibutique 2011
Client Company Name:Pernod Ricard UKBrand Name: MalibuAgency: Cherry LondonCategory: Product Launch/Relaunch/Trial campaignsTotal Commercial Communications Expenditure: €100,000 and overCountry: UK
Background
Uncool, unloved and with declining sales, Malibu – the coconut rum marketed by Pernod Ricard UK, needed to do something radical to stop the downward trend. Malibu has been steadily losing market share and consumer consideration against other low alcohol brands such as Pimms and Bacardi, alternative drinks such as wine, and more recently, ciders as the drink of choice for young women on a night...