Malibu has announced a long-term partnership with chart-topping R&B singer and songwriter, film and television actor, Ne-Yo, to unveil Malibu Red, a groundbreaking new product innovation to appear on shelves in early 2012. A blend of smooth coconut rum and fiery silver tequila, Malibu Red will inspire taste buds worldwide and allow consumers, bartenders and the spirit industry at large to re-think the rum category, as well as brand partnerships.
Ne-Yo and Malibu have been working closely to create an experience that weaves a narrative around the smooth taste of Malibu fused together with the fiery spark of tequila. The story of Malibu Red will unfold through exclusive music, performances, video and digital conversations. Ne-Yo has been instrumental in how Malibu Red will be introduced to the world, and his unique imprint will be evident once the story unfolds.
“From music to film and everything in between, Malibu and I have been working behind-the-scenes to create a rich experience for Malibu Red that allows me to naturally bring my story telling, acting, singing and dancing to the table,” Ne-Yo said. “Beginning with its smooth and fiery flavor fusion, through branded content, we will bring Malibu Red to life in a way that invites consumers to be creatively inspired by what is possible when you’re out with friends, ready for that night you’ll never forget.”
Malibu Red is set to launch in March of 2012, and will be supported by one of the brand’s largest global marketing initiatives—featuring TV, print, online and OOH advertising, digital and exclusive multi-media content, public relations, events, on- and off-premise sampling, point-of-sale merchandise and more.
“Malibu Red is not just another celebrity-endorsed product,” said Ian Crystal, Global Marketing Director, Malibu. “Turning the term partnership on its head, Ne-Yo has really served as the creative director of Malibu Red from beginning to end—lending his ‘smooth’ talents and creative vision to create a product experience—from flavor to film—that will push boundaries in the spirits category.”
