August 18 , 2009
Get your island on with cross-channel Malibu campaign
Ads, website offer consumer experience
Malibu, the number one selling Caribbean Rum has launched its newest global advertising campaign, Radio Maliboom Boom, as part of its ongoing “Get Your Island On” crusade. The Radio Maliboom Boom campaign brings the distinctly Caribbean spirit of Malibu to life with upbeat music and entertaining DJ personalities spreading their island vibe around the world.
Created by Publicis London, the campaign debuted in the United States on August 3 and will expand to Canada, Spain, the Netherlands and additional markets in the following months.
“Radio Maliboom Boom takes our existing advertising initiative in an exciting new direction,” says Ozlem Citci, Malibu Global Brand Director. “Through a fully integrated experience, we're inviting our consumers to become a part of the 'Get Your Island On' crusade - infusing light-hearted fun and vibrant energy into the every day.”
The advertising campaign features four thirty second spots, including "Maliboom Boom," "Sunshine," "Shake it" and "Social Responsibility." In the spots, the engaging and energetic radio personalities, DJ Bernhard and MC Wonder Full, broadcast upbeat and vibrant music to the world from the rugged Radio Maliboom Boom studio on a beach in Barbados. The spots also invite consumers to continue the party by tuning in to Radio Maliboom Boom at http://radiomaliboomboom.com.
“The new campaign goes beyond the traditional television spots by creating an experience where consumers can connect with the irreverent, vibrant spirit of the Malibu brand through the engaging personalities of the DJs,” says Paul Campbell, Vice President of Marketing for Malibu at Pernod Ricard. “We want people to be able to embrace the fun of Malibu in their everyday lives and Radio Maliboom Boom is a perfect way to do this.”