Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Cranberry Sue, Pineapple Paula and Orange Olivia all love Mr. Malibu.
That’s the premise behind Target Marketing & Promotions’ second annual “Malibu Loves Fruit” tour for Guinness UDV North America.
The 10-week West Coast promotional tour of bars and clubs features actors playing hunky Mr. Malibu and his Carmen Miranda-esque entourage. The effort touts Malibu Coconut Flavored Rum and its compatibility with fruit beverages.
“It’s a fun way to get attention for the brand and drive home the idea that Malibu mixes well with fruit drinks,” said Tom Schneider, president of Boston’s Target.
Added to the tour this year is a “Fruit Loves Malibu” component, which targets gay males ages 21-36 and expands the presence of Malibu Coconut Flavored Rum to a new demographic.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in