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US: YouTube hosts Malibu contest

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Pernod Ricard's Malibu has launched a competition online, hosted by YouTube.com, to promote its new tropical banana flavoured drink.

The contest named 'How do you Banana Malibu?', began yesterday (1 May) and will be broadcast on the video-sharing website for the next eight weeks.
 
YouTube users will be invited to submit video interpretations, inspired by the updated theme song Banana Boat (Day-O). Malibu has enlisted producer and DJ RJD2 to create the remix of the song which will serve as the musical template for the contest.

After an open selection process by viewers, the top ten video finalists will be judged and rated on originality, creativity and inventiveness.

The winner will receive the deeds to a tropical banana grove or an alternative US$25,000 cash prize.

Malibu senior brand manager Lisa McCann said: "Malibu Tropical Banana is the newest flavour addition to the current portfolio and we are thrilled to launch it through YouTube."
 
The launch of Malibu Tropical Banana will also be supported by a multi-million-dollar television and radio media campaign, consumer and trade print advertising, consumer sampling, and a "How do you Banana Malibu" consumer sweep where consumers can enter for a chance to win a trip to Las Vegas.


Sectors: Spirits

Companies: Pernod Ricard, Ricard

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