The US division of Pernod Ricard is targeting the ‘getting ready before going out’ consumption occasion in the latest marketing campaign in the country for flavoured rum brand Malibu.
‘Get Ready With Malibu’ will centre around the brand’s guava-led Pink extension, which was released by the unit in the US in January. The activation, which centres around a social media & digital channel ad (below), is fronted by Sabrina Brier, an actor & comedian who became well-known on TikTok for her series of ‘Get Ready With Me’ videos.
Set for a “hard launch” at the Stagecoach Country Music Festival in California at the end of next month. Malibu Pink will host an area at the event that offers attendees a “neon disco-inspired good time”.
“We know for today’s drinker, aesthetic is just as important as flavour and Malibu Pink delivers on that with a product that brings the vibes as much as it does great taste,” said Pernod Ricard USA’s VP of marketing, Caroline Begley. “Malibu Pink has brought the fun back to the rum aisle. Now, we’re injecting that same energy into the getting ready moment, adding a new flare to a ritual that has become a staple in ‘Genzennial’ culture.”
Malibu could face internal competition from either the Diplomatico rum of Chambord liqueur brand should the negotiations confirmed last week between Pernod Ricard and the pair’s owner, Brown-Forman, result in a merger.
