Malibu, a Caribbean Rum with coconut liqueur, is adding a splash of sunshine to its family of tropical-flavored rums to welcome the summer. The brand announces the launch of Malibu Sunshine, a new permanent addition that marries the brand’s signature smooth coconut flavor with a hint of sun-kissed lemon-lime citrus fruit.
“Citrus is the most-requested summertime flavor with the lemon-lime combination topping the charts,” said Lisa McCann, brand director of Malibu, Pernod Ricard USA. “Malibu Sunshine ... is a natural compliment to summer cocktails, mixing perfectly with summer fruit juices and lemon-lime sodas to enhance the summer state of mind.”
Malibu is supporting the launch of Sunshine with an aggressive digital and social media marketing plan. Online, a custom-built tab on the Malibu Market Facebook page will build awareness and interest in new Malibu Sunshine and drive consumers to download the Malibu Sun Lens app, a summer fun app that adds a unique Sunshine filter to any photo. Additionally, Malibu is collaborating with famous photographer and filmmaker Cass Bird to create the Malibu Sun Project, a film that tells the story of the sunniest summer. The Sun Project campaign invites consumers to become part of the story by replacing brief sequences of the film with their sundrenched images
Thanks to our friends at NC&B
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