Malibu RumBeach Internship
How do you create awareness for a limited-edition SKU without any new product benefits?
Connecting the rum’s island heritage to the consumer’s passion for the environment spurred a global initiative on reef conservation. Partnering with an organization protecting coral reefs, creating beach internships in Thailand, and redesigning Malibu's iconic white bottle, anchored the initiative.
The Malibu Beach SKU saw 100% depletion and received over 400 million impressions with coverage in Coolhunter.com, Conde Nast Traveler, USA Today, Time Out New York, and Marie Claire, exceeding reach and awareness goals by 312% and 42%, respectively.
“This may be the coolest marketing program we’ve ever seen.”