Pernod Ricard has debuted a marketing activation in the US for its Malibu rum-based coconut liqueur featuring UK actor Brian Cox urging consumers to ‘clock off’.
The ‘Do Whatever Tastes Good’ campaign, which first ran in 2022, sees Cox avoid working overtime in the 54-second ad (below). Malibu noted that a recent OnePoll study found that Americans are working an average of 15 extra hours per week, “which doesn’t bode well for making well-deserved happy hours”.
Specific details about what the push comprises beyond the ad were not disclosed.
“The … campaign by Malibu is about reminding people that their free time is sacred and should be enjoyed, and this is a message I support,” said Cox.
Malibu’s marketing VP, Craig van Niekerk, added: “Building on the … energy of our first ‘Do Whatever Tastes Good’ campaign, our ‘Clock Off’ message feels more important than ever. In a world that rarely stops, we’re reminding everyone to slow down, prioritise joy, and make time for what truly matters.”
Earlier this week, Pernod Ricard’s Código 1530 was named the ‘official tequila sponsor’ of this year’s Stagecoach Music Festival in the US.
