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.
