Malibu coconut liqueur and Caribbean rum blend is out to give consumers the "Best Summer Ever" and partnering with the chart-toppers, OneRepublic, for its summer concert tour, including giving a few lucky fans all-expense paid VIP flyaway packages to Las Vegas for a private concert.
“Malibu is a brand that has always embodied the spirit of summer, and this year, we’re making sure it’s bigger and better than ever before,” says Brian Mequet, vice president, Rum and Liqueurs, Pernod Ricard USA. “Our Best Summer Ever campaign is based on the notion that ‘summer you’ is the happiest, most carefree version of ‘you,’ and Malibu wants to continue to inspire people to celebrate that sentiment this summer and all year long.”
As the presenting sponsor of OneRepublic’s Native Summer Tour, the brand will give concert-goers across the country the opportunity to sample a variety of cocktails from the entire range of Malibu products. At select tour stops, the brand will have an even larger presence via pop-up cabanas, island-inspired cocktails and the “Best Summer Ever” experience, where consumers can post their bucket list to their social networks, inspiring a summer state of mind all season long.
Consumers who join in on the Malibu fun will also be eligible to enter a sweepstakes for a chance to win an all-expense paid VIP trip to a private OneRepublic concert in Las Vegas, hosted by the brand.
Malibu’s Best Summer Ever launch also marks the debut of a new global campaign that brings to life the concept that the best “you” is the “summer you.” A new television commercial, which will air across the country beginning May 19, 2014, encourages viewers to embrace the notion of making this summer the best summer yet.
