New above-the-line media campaign encourages fans to embrace summer moments
The UK’s no.1 coconut rum brand[1] is inviting consumers to ‘Let The Funshine’ with its new global media campaign which celebrates the in real-life awkwardness that’s surfaced as the world starts to open up again. The above-the-line creative is a playful depiction of the social rustiness that can happen after a year of restrictions, and encourages everyone to embrace the sunshine and the joy of being back together, whatever happens.
The campaign is live now and runs until the end of August across YouTube, Instagram, Facebook, Snapchat and digital display. Consisting of a series of short films, the campaign depicts a group of friends who try to get their summer vibe going whilst attempting different activities to varying degrees of success, such as creating the first summer playlist, playing team sports, debuting a new outfit, making a cocktail and attempting to dance.
To drive further brand awareness, Malibu is collaborating with global singer-songwriter Anne-Marie, actor Michael Dapaah, and nine UK influencers, who will be releasing their inner ‘Funshine’ all summer long and inviting their followers to join them. The integrated campaign is set to capitalise on the popularity of the brand, as Malibu is experiencing +26.5% value growth[2], well ahead of the Specialities category (+16%)[3], and Malibu will continue to bring to life its ‘Let The Funshine’ attitude with an exciting consumer experience later this summer.
Marnie Corrigan, Brand Director at Pernod Ricard UK comments, “After a year of virtual hangouts, summer is finally here and the Malibu ‘Let The Funshine’ campaign is our way of helping everyone make the most of time spent with friends and family. We have always celebrated that live-in-the-moment, take-life-by-the-coconuts mindset that leads to the best times together, and we want everyone to join us by releasing their inner Funshine!”
[1] AC Nielsen | Specialities | MAT value to 19.06.21
[2] AC Nielsen | Total Off-Trade | MAT value to 19.06.21
[3] AC Nielsen | Specialities | MAT value to 19.06.21
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