Pernod Ricard plans to launch new packaging and advertising in the UK to promote a more premium image for its Malibu brand.

The company said late last week that it is investing GBP6m (US$12m) in the campaign, which involves the introduction of new packaging launched in the US earlier in the year.

To coincide with the launch, Pernod has also introduced a gamecard-driven instant win campaign to the on-trade, where consumers can win a 'shopper' bag. In the off-trade, customers will receive the bag when they buy two bottles of Malibu. A new 'Pitcher Pack' campaign will be launched in leading supermarkets across the UK offering a free branded plastic jug with every bottle of Malibu purchased. Banded packs of Malibu and Jacob's Creek Shiraz Rose are also being sold in Asda, JS and Morrisons as part of a summer promotion.

In tandem with these campaigns, Pernod also plans to introduce a 'Malibu Hot' campaign to promote Malibu and cranberry as a choice mixer for the summer.

Pernod Ricard UK's head of light spirits Jo Spencer said: "The various summer campaigns recognise the brand's outstanding performance and invite consumers to sample this season's hottest item."

Pernod recently began an online competition on to promote tropical banana flavour Malibu.  YouTube users were invited to submit video interpretations, inspired by the updated theme song Banana Boat (Day-O). Malibu enlisted producer and DJ RJD2 to create the remix of the song which served as the musical template for the contest.