Pernod Ricard is adopting a new, content-led approach to marketing its Malibu brand, signing up US pop star Redfood as a brand ambassador for the summer period.
The coconut-flavoured rum brand is collaborating with Redfoo, a former member of electro-pop duo LMFAO, with Malibu being mentioned in the performer’s latest track, ‘Where The Sun Goes’.
The song features the lyric, “Got my Malibu with a view,” while the video (below) – premiered yesterday on Rolling Stone’s website – shows Redfoo sipping the drink at a party. Creative activation for the global campaign is by AnalogFolk.
The partnership forms part of a wider “influencer strategy” for Malibu, with the ambition of putting the brand “at the heart of the conversation” around summer. The spirit is also running a global initiative, ‘Best summer ever project’, following four young YouTubers as they travel the world.
Sina Neubrandt, global marketing manager of content at Malibu, said: “Our ambition is for Malibu to become the most talked about spirit brand during the summer.
“This unique partnership with Redfoo – who is well known for his exuberant attitude – is a fantastic fit for the Malibu brand and builds upon the Best Summer Ever Project, as we aim to create a positive social phenomenon this summer.”
Neil Bennett, a strategy director at AnalogFolk, added: “We want to make Malibu a global icon of summer, and so with this partnership we’ve built a unique influencer led strategy that we think will engage with the brand’s target audience in a truly authentic way.”