Malibu Brand Relaunch
Strategy & Cerative Platform
Pernod ricard poland has decided to relaunch malibu, the iconic brand in their portfolio –. Studies have shown that the brand repositioning was necessary in order to build brand equity among the younger target group Everything’s needed a change: the map of brand’s associations, the context and the ways of malibu drinking. The goal was to create a distinctive brand world and to appropriate all the trendiest lifestyle categories for malibu. That is why we focused on cooperation with two polish streetwear brands – local heroes and aloha from deer. Their clothes are worn by the world’s greatest celebrities: rihanna, justin bieber, robbie williams, rita ora or kiesza (at this year’s coachella festival). Lh and afd have designed two unique “inspired by malibu – limited edition” t-shirts. Moreover, these brands have become the ambassadors of the consumer contest. The structure was really simple: from lh and afd t-shirts, the participants were supposed to choose their preferred one and then create their own personalized version of that t-shirt by completing a sentence that would appear on their own tee. This personalized limited edition malibu t-shirt was the daily prize. Concert tickets for gigs of popular polish young bands (the dumplings, fair weather friends, sonar soul with paulina przybysz) WERE the additional awards. The main prize was a holiday trip. As the result, we received over 9,000 contest entries.
The buzz has been amplified with the image campaign on instagram. 5 influencers, whose instragram activities go in line with malibu brand equity, were invited to become malibu’s “better in flip flops” profile admins for 5 consecutive weeks. Their task was to gain the highest possible number of likes and followers. This mechanism resulted in a great commitment from influencers as well as their fans. Within 5 weeks, the profile earned 37,618 likes. On average, each of our posts scored 1,074 hearts, and the “better in flip flops” profile acquired nearly 3,500 followers. Unpretentiousness, a well-adjusted mechanism, precisely selected influencers and the unobtrusiveness of the whole campaign conquered the hearts of the hipster urban youth. The malibu-inspired t-shirts became so popular that eventually, they hit local heroes’ and aloha from deer’s regular retail