Market research
The UK division of Pernod Ricard has kicked off a marketing campaign for Malibu targeting Gen Zs.
Pernod Ricard has partnered with the Malibu brand's social media influencers around the world
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.
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.
Sectors: Marketing – advertising & promotions, Spirits
Companies: Pernod Ricard, Ricard
