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Malibu pushes mixing message

Published:  31 August, 2011

Malibu is investing heavily in above-the-line support this summer to promote its new range of serve suggestions, cocktail pouches and pre-mixed cans.

The marketing campaign includes sponsorship of E! Nights on global celebrity entertainment channel E!. The link-up will run for four months from the end of August, with break-bumper ads showcasing key Malibu serves including Malibu & Cranberry, Malibu & Lemonade, Malibu & Apple and the Malibellini.

The adverts will also put the spotlight on Malibu Caribbean Cosmo pouch, which has a 12.5% abv and comes in a 1 litre pouch (rrp £12.99), and the recently launched Malibu pre-mixed 25cl cans, which are available in two variants - Malibu & Cola and Malibu & Cranberry - with a 5% abv (rrp £1.99).

Patrick Venning, head of marketing at Pernod Ricard UK, said: "This additional investment behind the Malibu brand demonstrates our commitment to supporting the innovative new Malibu serves and packaging. Our sponsorship of E! Nights will help the brand reach its target audience and encourage consumers to enjoy the versatility of Malibu with friends."