Pernod Ricard invests £250,000 in Malibu promotion

Tuesday, 12 August 2008

Pernod Ricard has invested £250,000 in a flip flop promotion for Malibu.

The off-trade promotion, which is due to run until early September, contains branded ladies flip flops inside a box which also features the recipe for Malibu & Cranberry.

The campaign is part of the ‘Get Your Island On' marketing campaign for Malibu, which will see Pernod Ricard UK invest £14 million in the brand over the next two years. Activity is being executed across a number of platforms and includes a £1.2 million TV advertising campaign which ran throughout June and early July this year, as well as digital, press, radio, experiential marketing and sampling activity.

Dan Reuby, customer development director at Pernod Ricard UK, comments: "Malibu is a truly iconic brand which we will be supporting extensively over the next 2 years with our new ‘Get Your Island On' campaign. Our off-trade promotional flip flop packs have been extremely well received by the trade and have been selling particularly well during the recent hot weather spells. They have excellent in-store standout and are a fantastic summer offer for consumers and the trade."

Pernod Ricard says the promotional packs, being stocked in grocers, specialist stores, convenience and WSCC outlets, has already surpassed sales expectations. There are 4.4 million bottles of Malibu sold in the UK every year.