Today, Malibu, the number one selling Caribbean rum with coconut, is launching a new UK advertising campaign, taking inspiration from the sunset in the iconic Malibu logo.
The advertising spot, ‘Lady Sunshine’, has been created by Publicis London for Pernod Ricard UK. It is the latest in the series of Malibu ads which features Radio Maliboomboom and its stars, DJ Bernhard and MC Wonderful.
The 30-second spot opens on Bernhard and Wonder as they give a shout out to Lady Sunshine. We then see the Lady herself as she weaves her way through Caribbean streets, inviting those she encounters to step away from the hustle and bustle of everyday life and join her on in the beach bar. At the bar amongst soca beats, crowds enjoy delicious, Malibu cocktails in the evening sun.
As the sun sets, Lady Sunshine fades away into the horizon, reminding consumers as she does: “At the end of the day, press play.”
The campaign will be launched on UK TV tonight and will run in various global markets throughout the summer. The activity will be backed by digital activation from AnalogFolk. This activation includes the smart phone Application (available on Apple iOS and Android) ‘Malibu Sun Lens’, which allows people to create their own Malibu sunset moments. The application can be accessed at http://www.facebook.com/malibuUK
Katarina Nielsen, Global Brand Director for Malibu at The Absolut Company, said: “Lady Sunshine captures that fantastic moment of sociability during the transition between day and night in Malibu’s own contagious Caribbean way.”