Malibu: Malibutique 2011

Client Company Name:Pernod Ricard UK
Brand Name: Malibu
Agency: Cherry London
Category: Product Launch/Relaunch/Trial campaigns
Total Commercial Communications Expenditure: €100,000 and over
Country: 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 out. It was suffering from negative consumer perception which was creating a barrier to consumption for the target audience who viewed Malibu as a retro drink associated with the 1980s, something you drink on beach holidays, for immature people, and can only mixed with Coca-Cola or pineapple juice. Malibu's key challenge was to shift this perception and consideration with women aged 18-34 and reposition it as a cool, contemporary, fashionable, social drink which 'sets the stage for a stylish night out'. No easy feat. They also needed to educate consumers on new 'grown up' ways to drink Malibu and give them the opportunity to try it for themselves. This all had to be done in a way that could be taken through the line cost effectively, and also drive higher visibility in bars.

Objective

  1. Raise awareness and reach a style conscious audience of women aged 18-34 in the UK
  2. Shift brand perceptions and consideration of Malibu to that of a 'stylish and fashionable' drink
  3. Educate consumers on new ways to drink Malibu
  4. Enhance events beyond a sampling campaign
  5. Grow Facebook fans from 55,000 to 70,000 by June 2011
  6. Raise 'style' profile of Malibu in bars and drive sales
  7. Enhance campaign ROI through partnerships

Strategy