Activating Malibu’s ‘Make it the best summer ever’ campaign, creating a toolkit to drive on and off trade volumes across all European markets.

With a brief to activate Malibu’s Europe-wide 'Make it the best summer ever' campaign, we created a toolkit to drive on- and off-trade that built on the buzz of friendship, fun and shared moments. It took the form of a new range of pitcher serves: packaged experiences inspiring the youthful target audience to get involved and celebrate the spirit of summer together.

Basing the campaign around the concept of sharing and making the most of the warmer months, it placed Malibu in a sociable context that extended its reach by making it a drink that was equally suited to being served at home or bought in a bar. With new reasons to choose Malibu and more ways to drink it, the campaign drove volume and encouraged shoppers to place the brand in a far wider context than it had traditionally enjoyed

A brand known for its relaxed attitude and sociable spirit, the campaign was designed to show that Malibu’s attributes could be applied across a wider spectrum than it was used to.