Malibu Rum Returns to Publicis

Publicis in London today said it won global ad chores on Pernod Ricard’s Malibu Rum following a review.

The move constitutes a return of Malibu to Publicis. The shop’s New York office had lost lead agency status on the brand to Droga5 in 2007.

Droga5’s big push for Malibu surfaced as ’07 drew to a close and introduced the tagline, “Get your island on.” In TV spots, people were shown bringing an island mentality to their work-a-day lives — flip-flops and beach cruisers replacing dress shoes and cars during the morning commute while a reggae track provided the background. The characters eventually made it to their private island, of sorts, at a rooftop party serving Malibu.

Spending is in the $35-40 million range, and Publicis said it is now tasked with creating an integrated multimedia campaign to run across various channels in nine key markets worldwide.

Malibu marks the second noteworthy win for Publicis in as many days. Yesterday, a Publicis-led team added the estimated $90 million TGI Friday’s creative and media account following a review. In addition to Publicis in New York, siblings Spark, Chicago, and Digitas, New York, assisted with the TGIF pitch.