From December 1st to 31st, Malibu wants consumers ages 21 and older to choose the flavor that will become the newest addition to the Malibu portfolio. Consumers are asked to go to Malibu’s Facebook page (http://uchoose.malibu-rum.com/go/1) or send a text message to vote for one of three flavors: Citrus, Cranberry Cherry, or Mint.
Malibu will be promoting the campaign both on Facebook and on custom-designed retail POS materials that alert shoppers to the promotion and give details as to how they can vote and win daily prizes.
Possible prizes include surfboards, coolers for the beach or park, and stylish clothes. All participants are automatically entered into a drawing to win $1000 in cash at the end of the program. The winning flavor will be announced the week of January 3, 2011, and will be available to purchase starting May 2011.
“We’re leaving it in the hands of Malibu fans to choose our newest flavor-all three options are refreshing, easy to mix, and versatile,” said Sheila Senhouse, Brand Manager for Malibu at Pernod Ricard USA. “We’re excited to see which flavor our fans select.”
