NEW YORK Malibu Rum is launching its first global ad campaign since being acquired by Pernod Ricard in 2005, with the new tagline "Get your island on."
Two new TV spots begin airing in the U.S. Dec. 24.
The spots from Droga5, New York, feature, separately, a male and female protagonist who bring the island mentality to their work-a-day lives—flip-flops and beach cruisers replace dress shoes and cars during the morning commute while a reggae track provides the background. The characters eventually make it to their private island, of sorts, at a rooftop party serving Malibu. A heavily Caribbean-accented narrator closes the spot with the "Get your island on" tag, which replaces "Seriously easy going."
The TV campaign will run through January. In April, a second TV run will start, alongside nationwide OOH in major markets, print and radio in the U.S. Also in April, the campaign will launch in Canada, the U.K., Ireland, the Netherlands and other European markets.
"We feel that the new tagline really encapsulates that Caribbean mind set, [which] would communicate that vibrant and infectious spirit in a way we hadn't in our previous marketing efforts," said Colin Westcott-Pitt, Malibu's global brand director at Malibu-Kahlua International, White Plains, N.Y. "[The new campaign] is also the first piece of global work that we've done ... so we wanted something that we could activate across all areas of our marketing and communications."
Though the company would not reveal spending on the campaign, Westcott-Pitt said that the increase in ad spend was "significant." Through October of this year, the brand has spent $3.5 million in measured media, per Nielsen Monitor-Plus.
The brand sold 1.5 million cases in 2006, and has shown growth for the past 21 consecutive years, per Impact, New York.