SITUATION
Malibu Rum came to TTC wanting to
create a new SKU for commercial purposes,
buthad no product innovation to offer.
STRATEGY
Give meaning through a partnership between the
iconic white-bottle-and-palm-tree brand and a non-
profit dedicated to monitoring and protecting
coral reefs worldwide.
CONSUMER MOTIVATOR
Self-reflection through purpose-
driven purchasing
CULTURAL LANDSCAPE
Growing conversation on the need to address environmental issues
BRAND
ATTRIBUTE
A day at
the beach
A global initiative focused on reef conservation:
Malibu's iconic white bottle redesigned to raise visibility of the cause,
a partnership with a global coral reef conservation organization,
and an opportunity for consumers to join their efforts in
conserving coral reefs worldwide.
CAMPAIGN
RESULTS
-
Limited Edition SKU saw 100% depletion before program end
-
Exceeded reach, impressions, awarness goals by 312%, 134% and 42% respectively
-
The brand has received over 400 million impressions with coverage in Coolhunter.com, Conde Nast Raveler, USA Today, TONY, and Marie Claire
-
Exceeded targeted influencer impressions by 54% and engagement by 42%
-
Website conversations saw a 112% increase and the campaign increased new visitors to the site by 82%
AWARDS
