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Malibu, a brand of Purchase, N.Y.-based Pernod Ricard USA, has teamed up with Maroon 5 in an effort to heat up summer sales.
The cocktail and music “Marooned on Malibu Island” collaboration encourages fans to create a virtual Malibu Island online to nominate their city in a nationwide competition to help determine the location of a Maroon 5 concert, to take place following their current tour. Malibu is activating the promotion throughout its online communities as well as in-store at retail, at bars and through media.
“The Malibu brand has had a phenomenal few years with new product innovations and partnerships that are so emblematic to the summer state of mind,” said Josh Hayes, senior brand manager, Malibu. “Maroon 5 is the band of summer and we’re especially excited to be partnering with them to bring this unique opportunity to our consumers, giving them the best summer yet, full of great music and great cocktails.”
In addition to raising awareness through social media, Malibu has also partnered with the mobile music app Shazam. This summer, when fans use the app to tag a Maroon 5 song, they will be taken to a mobile version of the competition where they can create or join an existing Island, in a bid to bring the band to their town.
At on- and off-premise retail locations nationwide, Malibu has also incorporated Snap Tags into its displays and merchandise, allowing consumers to scan and be directed to the app for interactive announcements, reminders and exclusive video content.
The brand will also promote signature cocktail recipes created for the collaboration, including Malibu Black Sunday Morning, Malibu Red Loves Somebody and Marooned on Malibu Island Cosmo.
Pernod Ricard USA is the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 18,000 people worldwide.