Malibu to get big push in pubs
Pernod Ricard is pumping £6m into its first support behind Malibu since it took on the brand last year, including the company's biggest ever on-trade promotion.
The drinks giant is discontinuing Malibu's mango and pineapple flavoured variants - launched by Allied Domecq before Pernod's acquisition - to concentrate on the main brand and is rolling out a heavy weight campaign to make it "more sophisticated".
Building on the Carribean-themed advertising, which helped increase sales by 70% to £100m under Allied Domecq's control, Pernod is introducing a new promotional strand called 'Island Thinking', to capture the mood as "day becomes night" and consumers enjoy a drink at sundown.
In pubs the concept will be brought to life with a promotion, aimed at 18-24 year old women, giving away charms - accessories made from items including shells, beads and ribbons that can be attached to bags and bracelets.
Consumers will be given a free charm when they buy two single shots of Malibu or a double.
Pernod has produced 5,000 promotional kits including 60 charms, a branded back bar display to hold them plus tent cards, posters and coasters.
Roger Harrison, the brand's head of marketing, said: "A lot of promotions are just done for managed pubs but we have produced more free kits for the freetrade and tenants and lessees."
To increase awareness of the brand, the long-standing 'Seriously Easy Going' TV adverts will be back on screens for the last time this year with new creatives planned for next year. Over the summer, consumer PR and a series of Malibu-sponsored events are also planned, including Take That's come-back tour.
