Hello readers,
This next entry is about Malibu. Malibu is a rum made in Barbados with natural coconut extract. It contains 21% alcohol. The brand is owned by Pernod Ricard, who bought it from Diageo.
Malibu’s advertising motto is “Seriously easy going” and quite often feature people from the Caribbean taking life seriously, ridiculing the stress associated with the Western urban lifestyle, with a voiceover at the end saying “If people in the Caribbean took life as seriously as this, they would never have invented Malibu. It’s seriously easy going.” The marketing department of Malibu Rum nowadays mainly focuses on marketing Malibu Rum’s online streaming audio station known as RadioMaliBoomBoom.com.
The Malibu website is obviously centered towards people from age 16 to 26. You can see this by the casual language they use on the site, it’s different than for example, Cointreau. Malibu also focuses on stealth marketing with Malibu groups on the social network site Hyves that you can befriend. Minuses about the site are that it is pretty messy, but that’s probably done on purpose to get the Carribean feeling across. It is also possible to subscribe to a Malibu newsletter, so that Malibu keeps you in touch with the latest Malibu news, a great way to remind consumers to buy your product.
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