Malibu Rum Goes 'Boom' | Adweek
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Malibu Rum Goes 'Boom'

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NEW YORK Those looking for a taste of the Caribbean may want to tune into "Radio Maliboom Boom."

Created by the coconut-flavored Malibu rum brand, the online radio station is hosted by Barbados-based radio personalities DJ Bernhard and MC Wonder Full. Launched this week, it offers non-stop Caribbean music.

Four new TV spots, starring the DJs, invite consumers to "get their island on" by tuning into www.radiomaliboomboom.com. It features streaming music videos and tracks from top Universal artists.

"Sunshine," the first spot created by Publicis London, shows the DJs forecasting sunny weather for all cities across the globe, even if it is in fact raining in those locales.

Ads will run across U.S. networks and will be available for viewing online at multiple sites, including Evite, Pandora, Hulu and USWeekly. Promotion, for the Pernod Ricard-owned brand, will spread in upcoming months to international markets, including Canada, Spain and the Netherlands.

Site visitors can learn about the DJs, take a virtual tour of the Barbados station and submit their own videos depicting how they "get their island on." E-cards, desktop wallpapers, ringtones and an "Island bowling game" for iPhones are also available via downloads. Great Works created the radio station.

"The new campaign goes beyond the traditional television spots by creating an experience where consumers can connect with the irreverent, vibrant spirit of the Malibu brand through the engaging personalities of the DJs," said Paul Campbell, vice president of marketing for Malibu at Pernod Ricard USA, in a statement. "We want people to be able to embrace the fun of Malibu rum in their everyday lives and Radio Maliboom Boom is a perfect way to do this."