off the vine

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.

During that portion of the campaign, male actors dress up as female characters.

“[Malibu Rum] does really well with gay males,” said Chris Ragognetti, account supervisor.

The budget for the tour, which launched in May and will wrap in mid-August, was not disclosed.