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BOSTON 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, as 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.
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