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. 

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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.