Malibu ends TV hiatus with 'urban' ad push

LONDON - Malibu will return to TV after an 18-month absence as part of a £14m investment in the UK over the next two years.

Malibu ends TV hiatus with 'urban' ad push

The campaign, which launches on 9 June, moves the brand away from its traditional Caribbean setting into a more modern, urban environment. 

The drive, created by Droga 5 and Publicis New York, will launch with two ads showing people in cities influenced by the Caribbean mindset.

The first execution focuses on people going about their daily routine while wearing flip-flops; the second shows a TV reporter playing Frisbee.

Both ads, the first for the brand since it was acquired by Pernod Ricard from Allied Domecq in 2005, are aimed at 18- to 24-year-old women, who account for 40% of Malibu's volume sales.

Pernod Ricard claims Malibu is growing at more than 10% a year in value terms in the take-home trade.

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