Malibu, the top-selling Caribbean Rum with natural coconut flavor, launched its newest global advertising campaign, Radio Maliboom Boom, as part of its ongoing “Get Your Island On” crusade. The Radio Maliboom Boom campaign brings the distinctly Caribbean spirit of Malibu to life with upbeat music and entertaining DJ personalities spreading their island vibe around the world.
Radio Maliboom Boom will be supported in the U.S. through TV and online executions, in addition to public relations elements.
“Radio Maliboom Boom takes our existing advertising initiative in an exciting new direction,” said Ozlem Citci, Malibu global brand director. “Through a fully integrated experience, we’re inviting our consumers to become a part of the ‘Get Your Island On’ crusade–infusing light-hearted fun and vibrant energy into the every day.”
The advertising campaign features four thirty second spots, including “Maliboom Boom,” “Sunshine,” “Shake it” and “Social Responsibility. “In the spots, the engaging and energetic radio personalities, DJ Bernhard and MC Wonder Full, broadcast upbeat and vibrant music to the world from the rugged Radio Maliboom Boom studio on a beach in Barbados. The spots also invite consumers to continue the party by tuning in to Radio Maliboom Boom at http://radiomaliboomboom.com.
A key platform for the new campaign is the online radio station created by Great Works. The Caribbean spirit of the Malibu brand comes to life with 24/7 upbeat music and humorous conversations between DJ Bernhard and MC Wonder Full. Consumers will have access to a streaming music player featuring top Universal music artists, videos featuring the DJs and downloads of e-cards, ringtones and other fun digital applications. The site will be continually refreshed with exciting content including exclusive music tracks, music videos and clips from DJ Bernhard and MC Wonder Full’s crusade to spread their Caribbean vibe around the globe.
“The new campaign goes beyond the traditional television spots by creating an experience where consumers can connect with the irreverent, vibrant spirit of the Malibu brand through the engaging personalities of the DJs,” said Paul Campbell, vice president of marketing for Malibu at Pernod Ricard USA. “We want people to be able to embrace the fun of Malibu Rum in their everyday lives and Radio Maliboom Boom is a perfect way to do this.”