The Publication For The Grocery Trade

Malibu launches hot new activity for summer 2007

Malibu, the number one brand in Liqueurs and Specialities, launched its new 'Malibu Hot Summer Tour' at the 'Live at Loch Lomond' music festival on August 4 and 5. The tour, a 50,000 Malibu & Cranberry perfect serve sampling campaign, is hitting a number of key music festivals to recruit even more 18-24 year old Malibu drinkers this summer, the latest activity in a £6.5 million marketing campaign for the brand this year. Brand owner Pernod Ricard UK is putting a 'six-figure' sum behind this extensive sampling campaign to raise awareness of the great taste of Malibu & Cranberry, and to further build on the brand's momentum during a key selling period. Jo Spencer, Head of Marketing for Light Spirits, Pernod Ricard UK, comments: "Malibu Hot Summer Tour is an innovative way to encourage our target consumers to try Malibu & Cranberry since it's allowing us to tap into activities and a lifestyle they identify with. We already know that people love the taste of Malibu and Cranberry, and that this sampling drives incremental sales both in the on- and off-trade." The Malibu Hot Summer Tour is visiting a series of headline-grabbing events featuring a host of top acts including Placebo, Basement Jaxx and Supergrass. As well as the two-day stint at Live at Loch Lomond, revellers at Boardmasters Unleashed in Newquay (August 10-11), Cardiff Calling (August 25-26) and Metro Weekender in Cardiff will also be able to enjoy samples of Malibu & Cranberry. The sampling take place at special Malibu Hot Summer 'zones' where festival goers are encouraged to chill out on beanbags and try and win hot Malibu prizes such as weekends to Ibiza, Havaianas Sandals, iPod shuffles and sunglasses - all of which are frozen in a giant ice block. The Malibu Hot Summer Tour activity is being backed by a new dedicated website - www.malibuhot.com, which features supporting features and prizes. Radio sponsorships on key regional stations are hitting the airwaves to coincide with the festivals and Malibu is also tying up with Look magazine – a key title for the brand's key target audience of 18 to 24-year-olds – to promote the events. Malibu Hot Summer Tour follows a busy period of activity for the brand, including a re-design of the iconic Malibu bottle and a Malibu designer shopper bag promotion in both the on- and off-trade. Special 'Pitcher Packs' have been very successful in supermarkets, while on-trade promotional kits featuring game cards, point of sale materials, cocktail menus and Malibu pitchers have also been helping to drive sales this summer. Pernod Ricard UK Tel: 0800 376 5550