Malibu is following its US promotional push with a campaign in the UK.

The rum brand is investing GP1.2m (US$2.2m) in the promotion, focusing on the on-trade. 'Beachcombing,' as the campaign is known, will offer consumers the chance to win "exclusive charms made of materials that could be found washed up on a beach", Malibu's owner, Pernod Ricard, said today (9 May).

The company believes that using charms to accessorise bags, belts and mobile phones is a hot trend this year, with the charms expected to be popular amongst Malibu's core 18-24-year-old female consumer.

"This exciting new promotion will help licensees capitalise on the popularity of Malibu as we head in to the summer months," said Lee James, Pernod Ricard UK's customer development director. "This promotion will drive rate of sale and offer consumers a desirable gift that reflects the qualities of Malibu - authentic, fun and seriously easy going'.

Roger Harrison, Pernod Ricard UK's head of marketing for Malibu, added that the company plans to spend GBP6m on marketing in the UK this year, including a television and cinema campaign.

Yesterday, Malibu announced plans to launch a campaign called 'Seriously Easy Going Summer' in the US. Pernod will back the promotion with a 'Taste the Island Life' consumer sweepstakes programme, where consumers can win a trip to Barbados.