Malibu – Soundclash

Malibu is one of the fastest growing spirits brands in the UK, but statistics showed it was losing saliency, particularly amongst women aged 18-24.
  

Malibu – Soundclash

Agency name: TEQUILA Client name: Malibu Category: Digital Communication Country: UK

BACKGROUND

Malibu was one of the fastest growing spirits brands in the UK with +10% volume growth (2005–2006 MAT; Nielsen).

Although the brand had enjoyed a significant period of growth, brand tracking showed that it was losing saliency, particularly amongst women aged 18–24. Increasing relevance and credibility amongst this group was essential.

Operating in a highly competitive arena, Malibu needed strong consumer engagement and involvement to gain cut through against competitor brands in the vodka, wine and RTD categories.

To win...

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