Court Burkitt lends Malibu Spice work monochrome look

Court Burkitt & Company this week unveiled a pounds 500,000 poster campaign for IDV’s pre-packaged spirit, Malibu Spice, to support its pounds 1.5 million Christmas television roll-out for the main Malibu brand.

Court Burkitt & Company this week unveiled a pounds 500,000 poster

campaign for IDV’s pre-packaged spirit, Malibu Spice, to support its

pounds 1.5 million Christmas television roll-out for the main Malibu

brand.



The first creative work produced for Malibu Spice, which was launched in

the summer, features a photograph of the intertwined torsos of a dancing

couple. The female model is painted black and the male model, painted

white, is holding the distinctive white bottle of Malibu spice. The ad

carries the copyline: ’Malibu Spice. Mixed in the Caribbean.’



According to the account executive, Luq Adejumo, the white represents

the drink’s white rum content and the black its spice flavours. He said:

’It’s obvious our target audience is 18- to 25-year-olds who like

clubbing. The poster is a stylish way of getting the proposition

across.’



The poster was photographed by Simon Somerville, art directed by Paul

Burch and written by Louise Roberts. The six-sheet posters are being

carried on illuminated bus-site Adshels in London, the Midlands and the

Tyne Tees area.



A short promotion for Malibu Spice has also been cut in to a revised,

30-second version of the ’Malibu warning’ television commercial that

broke 12 months ago.



The pre-mixed drink was launched in the summer at a dance event called

Malibu Massive 97, run in conjunction with First Leisure. Since then the

drink has broken its sales targets, according to Court Burkitt.