Tuesday, August 19, 2008

From just-drinks.com

Pernod Ricard has released a summer-based pack offer for its Malibu rum brand in the UK.

The company's UK unit said that it has invested £250,000 (US$480,745) in Malibu flip flop packs as part of its 'Get Your Island On' marketing campaign for the brand. The off-trade promotion, which contains a pair of branded ladies flip flops, will run until stocks last.

The campaign is part of the 'Get Your Island On' marketing campaign for Malibu, which will see Pernod Ricard UK invest £14m over the next two years. The campaign includes a £1.2m TV advertising campaign which ran throughout June and early July this year, as well as digital, press, radio, experiential marketing and sampling.

"We will be supporting (Malibu) extensively over the next two years with our new 'Get Your Island On' campaign," said Dan Reuby, customer development director at Pernod Ricard UK. "Our off-trade promotional flip flop packs ... have been selling particularly well during the recent hot weather spells."

Pernod launched 'Get Your Island On', the brand's first above-the-line campaign since Pernod acquired former owner Allied_Domecq in 2005, in May.



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