- Published on Thursday, 12 July 2012 08:31
- Written by Carol Emmas
The new adverts run from July 9 to September 9, and the well-known DJ Bernhard and MC Wonderful will feature alongside the new character.
The advert aims to demonstrate the contagious energy of the Caribbean, while also communicating the sociability and mixability of Malibu.
Its narrative, which has the end tag line “at the end of the day, press play”, follows Lady Sunshine through Caribbean streets, inviting people she encounters to step away from everyday life and join her at a bar on the beach, to celebrate the sunset with a Malibu cocktail.
Patrick Venning, marketing director at Pernod Ricard UK, said: “This latest creative builds on the success of prior Malibu campaigns. Our target consumers have embraced DJ Bernhard and MC Wonderful, and this new campaign gives us the opportunity to introduce a new character, Lady Sunshine, to showcase Malibu’s infectious and playful spirit to thousands of target consumers over the summer – a key trading period for the brand.”