Malibu
In summer 2022, Malibu launched its long-awaited and largest-ever consumer campaign under the invitation to “Do Whatever Tastes Good”.
This message encourages consumers of legal drinking age to enjoy more of what they like, regardless of expectations. Choosing Malibu is to choose a good time over everything else. It’s proof that good times can be had anytime and shouldn’t be reserved for three short months of summer or only for when you’re on holiday. In the words of the campaign, there’s never a bad time to have a good time.
Assets including four films, social content, a dedicated website and brand activities aim to move Malibu from a primarily vacation- inspired drink to something that can be enjoyed whenever and wherever.
The campaign has already delivered impressive results in the US, with Malibu achieving a four percentage point increase in both purchase intent and brand affinity; in the UK, it saw a 12pp uplift in intent and 10pp in affinity.
The exciting thing about this campaign is that it reframes the traditional summer Malibu occasion from a time and place to a mindset you can find anytime. By inviting our consumers to “Do Whatever Tastes Good” we are capturing the spirit of summer and making it relevant all year round. Giving our audience permission to enjoy whatever it is that they like, whenever they like.”
