Extending across Malibu’s full range, the re-design will simplify and strengthen the brand’s visual impact behind the bar, on shelf and on digital platforms.
Malibu is ramping up activity ahead of the summer season by introducing new packaging across its full portfolio. The new design offers a clean and simple evolution of the brand’s iconic image that will increase visibility behind the bar, in store and on digital platforms; key platforms to ensure Malibu remains relevant with the brand’s millennial audience.
The new, contemporary look features a bolder colour palette and font, a brighter and larger logo design and in a first for Malibu, photographic images of recommended serves on the back of pack to drive inspiration and enhance taste appeal. The simple recipes, Malibu Pineapple and Malibu Cola, can easily be recreated at home and are two of the most popular Malibu drinks.
Philip Ainsworth, Marketing Director for Pernod Ricard UK, says: “The Malibu bottle is an icon of its time, however, it is important we futureproof its design for the rapidly increasing digital world. The new, sharper look will stand out more in social media images and on ecommerce, an increasingly important channel for Malibu’s audience. Summer is a time for social occasions with friends, from festivals to garden parties and our mission remains making Malibu an icon of the season.”
Key elements of the original design have been either enhanced or stripped back to contemporise its look and ensure Malibu continues on its quest to become a global icon of summer. The Malibu cans have been refreshed in line with the current pina colada can artwork, building on the brands fun, summery cues with the Malibu palms. The new design will roll out across all current UK stockists from May 2019.