Malibu launches starry winter campaign

Malibu rum has recruited popstar Alesha Dixon to add a touch of celebrity glamour to its new winter on-trade campaign.

The singer will perform at Studio Valbonne in London on 12 November in front of an invitation-only audience of 200 consumers and their friends.

Before the show, guests will be served Malibu cocktails while being pampered by a team of Malibu make-up artists and hair stylists. Malibu will also be giving one lucky winner and three friends the chance to get ready for the gig with Dixon.

The competition is currently running via Facebook, where would-be guests can also register to secure a place.

Patrick Venning, head of marketing for Malibu at Pernod Ricard UK, explained: “Teaming up with Alesha Dixon will speak directly to our core target audience of 22-25 year old females.

“This campaign will help reinforce our message that Malibu is instrumental in ‘setting the stage’ for a fun night out – whether that’s having a drink whilst getting ready at a friend’s house, or sampling a cocktail in a local bar or pub before moving on to a club.”

In addition to this celebrity activity, Malibu is also launching a new range of seasonal long drinks and cocktails to help drive on-trade sales through the winter period.

Creations include the “Caribbean Lights” cocktail, a mix of Malibu, Triple Sec and cranberry juice; as well as the “Malibu Hot Winter Punch”, which combines the rum with sweet apple juice and dry cranberry juice as a mulled wine alternative.

Gabriel Savage, 19.10.2010