Rapp scoops direct business for Malibu

LONDON - Pernod Ricard has appointed Rapp to handle the UK direct marketing account for its Malibu brand.

Malibu...Rapp takes DM account
Malibu...Rapp takes DM account

The agency won the business after a two-way shoot-out against an undisclosed agency, in a process handled by Agency Assessments.

Rapp will work on a campaign in support of a three-year plan by Pernod Ricard, which aims to increase the sales of Malibu by targeting 18-to 24-year-olds.

Rapp will also create work to encourage brand loyalty and prevent consumers moving on to other drinks as they get older.

Currently, Droga5 and Publicis New York handle the above-the-line work for the brand. In October 2007, Malibu appointed Vizeum as its media agency.

Earlier this year, the brand produced a "get your island on" global campaign, which moved the brand away from its traditional Caribbean setting into a more modern, urban environment.

The television ad launched in the UK in June and was supported by a website and a DM pack which contained a pair of flip-flops and a sample of the drink.