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Marcel Mixes It Up For Malibu


Display campaign reveals a not-so-secret recipe

Marcel Mixes It Up For Malibu

Malibu finally reveals its recipe in a new surprising and humorous outdoor campaign.

While the Malibu brand conveys a lot about its Caribbean origins and the diversity of the cocktails it can create, the recipe has never really been explored - except the coconut. The brand's latest  display campaign is about to change all that.

So, it turns out the secret of the recipe is that there is no secret: Malibu,is simply the result of mixing of rum and coconut. It's hoped this revelation will reassure consumers at a time when simplicity and authenticity are becoming increasingly important.

To illustrate this recipe, the Marcel agency has come up with a range of ways in which a rum barrel and a coconut can be spliced together.

The visuals were created by the legendary Thaï studio Illusion, a shop which is no stranger to the podiums of Cannes, thanks to campaigns for Samsonite, Maxam, MTV, 3M, Kleenex or WWF.


Brand : Malibu

Client : Ricard
Michael Merolli – marketing director
Carole Guinchard – brand director
Adeline Druart – product manager

Agency : Marcel
Florent Imbert, Emmanuel Lallevé – creative directors
Pierre Delort – art director
Clarisse Monnot – copywriter
Michel Kowalski – account manager
Alice Rinder – account team
Guillaume Le Gorrec – strategic planner

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