The UK division of Pernod Ricard has kicked off a marketing campaign for Malibu targeting Gen Zs.
The unit has partnered with DJ & producer Dillon Francis to launch #TheCoconutChallenge campaign, which starts today and lasts until September. The initiative will see Francis recreating a remix of a song by Philippine band Smokey Mountain called The Coconut Nut, which became a viral hit ten years ago.
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The consumers will be invited to post their dance moves to the Coconut Nut Malibu Remix on their Instagram feed, as well as tagging Malibu’s official Instagram page with #TheCoconutChallenge hashtag for a chance to be featured on Francis’ music video. The company has also partnered with reality-star Georgia Toffolo and 30 Malibu influencers from around the world.
Pernod Ricard UK brand director Marnie Corrigan said: “The Coconut Challenge gives us the opportunity to share a little bit of sunshine while inspiring our ‘Young Fun Starters’ to show off their dance skills.”
In February, Pernod Ricard launched an RTD flavoured malt beverage range for Malibu.
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By GlobalData
