First, Malibu asked its fan base to select its next flavor, and now it is asking that their fans create its advertising. Malibu Cranberry-Cherry, chosen by fans to be Malibu’s newest flavor addition, is searching for an inspired individual to play art director and create advertising that will introduce the product to the world. The Malibu “Make a Splash” challenge asks creative thinkers across the nation to break out their cameras, video gear or smart phones to create an original and inspiring advertisement that reflects their take on the newest flavor from the Carribeans most iconic rum with coconut liqueur. A grand prize of $20,000 is up for grabs for the advertisement that wins over the Malibu judges and $5,000 for the one that wins over the fans.
Six months ago, Malibu held the “Malibu U Choose” sweepstakes, in which Malibu fans across the country were asked to visit the brand’s Facebook page to select between Citrus, Cranberry-Cherry and Mint as the newest Malibu flavor. An immediate favorite was the Cranberry-Cherry, which received thousands of votes from the public, making it a permanent addition to the Malibu portfolio. The company is now allowing the creative decisions to be shaped by the fans for the “Make a Splash” contest.
“Our fans know what kind of advertising captures their attention and interest, so this time we’re challenging them to use their creativity and artistic abilities to inspire us,” said Sheila Senhouse, Brand Manager for Malibu at Pernod Ricard USA. “We’re excited to see how Malibu lovers plan to speak to fellow fans through these creations.”
Starting on June 1 and continuing through July 18, participants 21 and over can submit a video and/or print advertisement by visiting MalibuCranberryCherry.com and uploading their work. The winning ad as well as the fan favorite will be announced by Malibu the week of August 1st.
