Malibu Rum

Malibu x Reef Check

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

CONSUMER MOTIVATOR

CULTURAL
LANDSCAPE

CULTURAL LANDSCAPE

Growing  conversation on the need to address environmental issues

BRAND
ATTRIBUTE

A day at
the beach

BRAND
ATTRIBUTE

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

PISCO CHILE

Using mixologists to lead the discovery of Pisco.

MERCEDES BENZ

Supporting the
LGBTQ community.

SEATTLE UNION GOSPEL

Provoking and engaging the residents of Seattle through humanization.

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