Malibu
“Our new brand campaign reframes the traditional summer Malibu occasion from a time and place to a mindset you can find anytime, anywhere. Our invitation to ‘Do Whatever Tastes Good’ captures the carefree spirit of summer, making Malibu relevant to our audience all year round - while also aligning with our production innovation and long-term marketing strategy.”
Johan Radojewski, Vice President of Global Marketing, Malibu
4.9 M 9L cases sold in FY22
Malibu has transformed its iconic summertime spirit into a brand-defining mindset that is relevant across more occasions, beyond just the beach and vacation. “Welcome to Malibu,” the brand’s largest identity campaign to date, invites everyone to a world with one golden rule: “Do Whatever Tastes Good”! With this refreshing take, Malibu is bringing consumers together worldwide to enjoy what they like, whenever they like - all while presenting new ways to enjoy Malibu, from classic cocktails to canned RTDs. The campaign ad, directed by iconic music director Dave Meyers, amplifies both of these aspects, bringing conviviality to life with bright colours and a hyper-real, fantastical lens. Malibu also introduced Malibu Cocktails in a Can to the US market. Available in four flavours, they provide that great Malibu taste without any of the fuss, making it easy to enjoy your favourite rum cocktail at any kind of get-together and embodying “Do Whatever Tastes Good” - the Malibu summer mindset, no matter the season.