Target Marketing & Promotions (TMP) and its Malibu Loves Fruit Tour for UDV North America is bringing Malibu Coconut Flavor Rum's mixability message to the masses during an animated West Coast promotional tour aimed at women ages 21-34.

TMP's Malibu Loves Fruit Tour dresses up Malibu Coconut Flavor Rum's mixability message as a cast of fruity characters, including Mr. Malibu, Cranberry Sue, Pineapple Paula and Orange Olivia. Armed with games, music and toys and traveling through the West Coast in a funky branded convertible, Mr. Malibu and the costumed fruits are creating a show stopping party wherever they appear, from San Francisco to San Diego and Phoenix to Las Vegas.

Partnerships with local radio stations are driving heavy crowds to the Malibu Loves Fruit Tour appearances, where consumers can win assorted premium items including T-shirts and water bottles, and receive free photos with Mr. Malibu. Lucky winners of radio contests such as 'spot the fruit' are taking home concert tickets, trips to Malibu, CA and CDs. The tour will continue through October 7 with a final stop in Phoenix.

"The buzz and excitement generated by the Malibu Loves Fruit Tour has been overwhelming," said Michael Currie, Brand Manager, Rums Portfolio for UDV West. "Consumers are having a blast at Malibu Loves Fruit Tour appearances, and can't help but see the message that Malibu Coconut Flavor Rum mixes well with a variety of beverages, especially fruit juices."

UDV North America, a subsidiary of United Distillers and Vintners -- the world's largest and most profitable spirits and wines company and a subsidiary of Diageo PLC, London (NYSE: DEO) -- produces, imports and markets a range of premium brands in addition to Malibu Coconut Flavor Rum including such spirits as Smirnoff Vodka, Jose Cuervo, Bailey's Original Irish Cream, T.G.I. Friday's Frozen Drinks, Stolichnaya Russian Vodka and such leading wines as Beaulieu Vineyard and Glen Ellen.

Target Marketing & Promotions (TMP), Boston, is a provider of innovative promotional solutions to a roster of national and regional clients including Dr Pepper/7UP; Hasbro; LavaStorm and Rockport in addition to UDV for Malibu Coconut Flavor Rum and Jose Cuervo. TMP works with brands to drive their sales and equity by first creating the "big idea" and then developing and implementing concepts through co-branding, mobile marketing, cross marketing partnerships, added-value programs, incentives, radio merchandising, and other strategic relationships. For more information about TMP, visit their website at www.tmpboston.com.