Malibu is adding a splash of sunshine to its family of tropical flavored rums to welcome the summer. The brand has announced the launch of Malibu Sunshine, a new permanent addition that marries the brand’s signature smooth coconut flavor with a hint of sun kissed lemon-lime citrus fruit. Malibu Sunshine packaging boasts a vibrant solar design that captures the energy of the sun and is a great stand out on any shelf or back bar.
“Citrus it he most requested summertime flavor with the lemon-lime combination topping the charts,” said Lisa McCann, Brand Director, Malibu, Pernod Ricard USA. “Malibu Sunshine, with its vivid, eye-catching package design and bright sunshine colored blend of coconut and lemon-lime flavors is simply sunshine in a bottle. It is a natural compliment to summer cocktails, mixing perfectly with summer fruit juices and lemon-lime sodas to enhance the summer state of mind.”
Malibu is supporting the launch of Sunshine with an aggressive digital and social media marketing plan. On-line, a custom build tab on the Malibu Facebook page will build awareness and interest in new Malibu Sunshine and drive consumers to download the Malibu Sun Lens app—a fun app for summer that adds a unique Sunshine filter to any photo. Malibu is also collaborating with famous photographer and filmmaker Cass Bird to create the Malibu Sun Project, a film that tells the story of the sunniest summer. This campaign invites consumers to become part of the story by replacing brief sequences of the film with their sundrenched images.
Equally vibrant POS materials including case cards, floor decals, ceiling danglers and shelf talkers at retail and posters, table tents and static clings on-premise will be available to spread the Malibu Sunshine message and encourage consumers to try it.
Malibu Sunshine will be available for a retail price of $12.99 for a 750 mL bottle. For more Malibu recipes, visit www.malibu-rum.com.
