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Malibu, the Caribbean rum with natural liqueur flavor, is rolling out the “Malibu By U” consumer program as the latest component of its ongoing “Get Your Island On” campaign. The retail and online initiative invites consumers to come up with their own personalized Malibu bottle design.
Beginning in April, special limited-release Malibu By U gift cartons will be available at retail in many states with all of the elements consumers need to create a design, including a writable, all-white version of the Malibu bottle and four markers in tropical colors.
Malibu drinkers can also participate in the program online at the Malibu By U microsite, where they can employ Web tools to customize their own version of the bottle. An online gallery will feature other bottle designs from around the globe in digital and photographic form, allowing visitors to view and rate them. Consumers will also be able to add and display their personalized Malibu bottle design on their own Facebook page.
“This program is a great extension of our popular Get your island on campaign in that it invites consumers to infuse their own creativity, vibrant energy and lighthearted fun into the design of the Malibu bottle itself, either virtually or figuratively,” said Lisa McCann, senior brand manager for Malibu, a brand of Purchase, N.Y.-based Pernod Ricard USA, the largest subsidiary of Pernod Ricard SA in Paris. “Consumer feedback to the concept has been extremely positive as consumers exposed to the program see it as enhancing the brand’s creative, spontaneous fun and social personality in a self-expressive way.”
As well as through the Malibu By U microsite, Malibu will promote the program via banner ads on popular online sites such as fox.com and hulu.com, and POS materials including posters, banners, case cards, window decals and shelf talkers at retail. To further sweeten the deal, Malibu is offering to display the design deemed “the most Malibu in character” on giant digital projection in Florida and California for three weeks over May and June.
“The Malibu By U program goes beyond traditional retail programs by creating a real and virtual experience where consumers can express their irreverent, vibrant Malibu-like spirit,” noited McCann. “We want people to be able to embrace the fun of Malibu Rum while providing our retail partners with another great program to help boost their Malibu sales.”
In addition to Malibu, Pernod Ricard USA’s brands include Absolut, Glenlivet Single Malt Scotch Whisky, Chivas Regal Scotch Whisky, Jameson Irish Whiskey, Seagram’s Extra Dry Gin, Beefeater Gin, Kahlúa Liqueur, Pernod, Jacob’s Creek and Brancott Estate wines, Perrier Jouët Champagne, and G.H. Mumm Champagne.