Malibu
Most people know that drinking and driving can kill. Less well known are the dangers of swimming under the influence. A reported 62% of Brits have swum or entered water after consuming alcohol(1), while 1 in 4 drownings are alcohol related(2). So Malibu teamed up with five-time Olympic medalist Tom Daley and the Royal Life Saving Society UK (RLSS UK) for its Don’t Drink and Dive campaign.
The idea
Daley, one of the world’s most famous divers, came hot from winning silver at the Paris Olympic Games to act as ambassador for this UK campaign. From winning medals to saving lives was the media-friendly story for the sports superstar who had just retired to focus on his knitwear brand “Made with Love”.
Exclusive Malibu branded “Don’t Drink and Dive” knitted merchandise was promoted on Daley’s site, and sold out almost immediately, with all proceeds going to RLSS UK. The cheeky steal from the familiar Don’t Drink and Drive slogan delivered a simple message about a serious issue, allowing light-hearted quirkiness in the creative execution.
When a good-vibes brand like Malibu delivers a serious message, it commands even more respect and credibility, while simultaneously reinforcing the brand’s natural summer lifestyle fit.
Staying safe during summer means keeping it fun by drinking responsibly.”
Indian whiskies
Whisky is the leading category by consumption in India, accounting for over 60% of the spirits market.(1) New launches by Royal Stag and Blenders Pride offer consumers new premium taste experiences with a local touch.
A unique market offering for a new Royal Stag
Royal Stag Double Dark Peaty Whisky is a premium extension of the flagship Royal Stag brand, India’s top-selling whisky. This new expression blends double-distilled Scotch malts, peated malt, and Indian grain spirits, matured in dark-charred American and European oak barrels to deliver a distinctive smoky flavour profile. Unique to the market, this smoky offering is targeted at younger, curious LDA(2) consumers wanting to trade up with a differentiated taste experience at a premium price point. Its launch further strengthens the Royal Stag brand leadership while supporting Pernod Ricard’s strategy of value-led growth through premium innovation.
Elemental whisky innovation with Blenders Pride
Blenders Pride, the undisputed premium whisky leader in the Indian market, launched Four Elements. Opening a new chapter in the brand’s elaboration, Blenders Pride Four Elements offers a unique taste experience inspired by the elemental forces of nature: Earth, Air, Fire, and Water. Carefully curated by Master Blender Kevin Balmforth, the blend expertly combines four styles of Scotch malts with select Indian grain spirits to deliver an exceptionally complex whisky for seasoned connoisseurs and curious newcomers alike. The launch of Four Elements is a critical pillar in Pernod Ricard India’s ambition to triple its revenue over the next decade, focusing on premiumisation and innovation.
