Create a new brand positioning for Malibu.
What we did
We worked with Malibu to create a global brand refresh, spearheaded by a sun-soaked film from award-winning director Dave Meyers, introducing new energy, confidence and year-round summer vibes to the popular drink and encouraging everyone to get into the summer mindset and ‘Do Whatever Tastes Good’.
When you think of Malibu, you instantly think of summer beach holidays. But why should that summer mindset be confined to three short months? Why should we ever feel like we can’t do the things we like?
This global campaign titled encourages consumers to live with the summer mindset all year. Whether that’s sipping a piña colada in the summer while shamelessly enjoying the top pop hits, or mixing Malibu and Lemon Lime Soda at a holiday party. Malibu says: “Do Whatever Tastes Good.”
The new campaign is launching across all key markets including the US and Europe, led by a colour-drenched film, directed by the iconic Dave Meyers, famed for genre-defining music videos.
The spot, ‘Welcome to Malibu’, takes viewers into the world of Malibu on Coco – the fabulous coconut horse, where they find a hyper real, inclusive space where everyone is doing what they like, whenever they like, with Malibu’s summer vibe shining out across all seasons.
The film, which is produced by RadicalMedia, is supported by a huge integrated campaign across online, digital, out of home and in-store. The brand refresh will also be unmissable on social channels, with an extensive range of assets including AV, GIFs, stickers and behind the scenes content.
Check back at a later date for results.