Pernod Ricard is launching a GBP14m (US$27.6m) two-year marketing campaign in the UK for its Caribbean rum brand Malibu.

Pernod Ricard UK said today (29 May) that the two-year plan will include TV, digital, press, radio, experiential and sampling, and will kick off with a GBP1.2m national TV advertising campaign to be launched on 9 June.

The 'Get Your Island On' campaign, Malibu's first new above-the-line campaign since its acquisition by Pernod, targets 18-24 year olds and encourages consumers to tap into their "infectious Caribbean mindset, and bring the light-hearted spirit and upbeat energy of the islands to their everyday lives".

The new TV ad is part of a global communications launch for the rum brand.

"Malibu is seen by its consumers as a truly iconic brand," said Jo Spencer, head of marketing at Pernod Ricard UK. "Our new advertising campaign gives Malibu the opportunity to showcase the infectious, engaging spirit which is at the heart of the brand and which is very relevant to our core target."

Pernod is set to take ownership of V&S this summer, after it acquired the company from the Swedish government earlier this year for US$8.88bn.