Malibu
For the second consecutive year, ‘Do Whatever Tastes Good’, the flagship global promotion for Malibu, brought the summer mindset to life, inviting consumers to unplug and have a good time.
In the US, the campaign featured Jax, James Kennedy, and DJ Cassidy with two remixes of the feel-good global sensation ‘Escape’ (The Piña Colada Song), transporting the audience to a moment of escape by reinforcing Malibu’s Do Whatever Tastes Good message. The Malibu mindset took over the American airwaves, achieving more than 575 broadcast segments and gaining over 10 million impressions.
The campaign took a different direction in the UK, collaborating with edgy streetwear brand Aries to create a capsule collection flipping perceptions of artificial intelligence - from a perceived enemy to something able to spread positivity and good times. The results included 26 headline mentions and almost 3 million estimated views, with positive coverage from the likes of Hypebeast, hypebae and GQ connecting the brand with technology and innovation.
In both markets, Do Whatever Tastes Good achieved extensive attention from key influencers and across social media.
At Malibu, we believe in the importance of our global ethos ‘Do Whatever Tastes Good’ to spread positivity in this world that deeply needs it. By combining the global assets with strong local activation, we ensure that our initiatives resonate deeply within each community. We add a modern twist to our campaigns though collaboration with talents, and adding AI ensures that Malibu remains not just a drink of choice, but a part of the conversation and lifestyle of our audience.”
10mcampaign impressions in US, 3m views in UK