The UK’s number one coconut rum brand is injecting a little bit of sunshine into lockdown life with a new digital campaign, which will give consumers the chance to win the ultimate at-home Malibu gift pack. With social media usage in the UK up 18% from February to March, Malibu is providing its target audience of ‘Young Fun Starters’ (or Gen Z) with inspiration to get creative and enjoy their favourite drinks at home.
The campaign kicks off today and will see Malibu partner with lockdown content creators to launch a user-generated ‘Holiday at Home’ content series, encouraging people to share where in the world they would rather be during the summer months. The brand is also increasing its reach by partnering with renowned ‘meme’ account The Archbishop of Banterbury. By posting on social media and tagging @maliburumuk with #MalibuHoliday, consumers will be entered into a competition giving them the chance to win an at-home pack featuring all the Malibu products available in the UK.
Raja Banerji, Marketing Director at Pernod Ricard UK comments: ‘During these uncertain times, consumers are looking to learn new skills and are seeking moments of joy within their home. Memories are able to bring sunshine to any cloudy day and Malibu is all about inspiring our Young Fun Starters to create summer memories that last a lifetime. Since our consumers can’t be together physically, our campaign encourages the creation of new memories in their own home by bringing that summer feeling to life digitally.’
The campaign will be running throughout June on the brand’s Instagram channel @Maliburumuk and will coincide with in-store activity calling out the Malibu Piña Colada as this summer’s must-have cocktail at home.
 Nielsen Specialities, Total Coverage, Period Ending: WE 21.03.20 and On-Trade NEMO to 21.03.20