Malibu launches limited edition bottle for summer sales push

by James Quilter, Brand Republic 22-Apr-09, 12:25

LONDON - Pernod Ricard rum brand Malibu has launched a limited edition pack to run alongside its latest ad campaign 'Get Your Island On'.

The new bottle, which was designed by Pernod Ricard's in-house team, will launch in May and be available throughout the summer months. It will feature recipes for cocktails you can make with the drink.

The aim is to remind consumers about the range of drinks they can make with Malibu as well as tapping into the market for summertime drinking occasions.

Malibu's 'Get Your Island On' campaign launched last year and for the first time moved away from the brand's traditional Carribean setting to feature urban city life.

Pernod Ricard customer development director Dan Reuby said: "The colourful design of the new bottle ensures fantastic in-store visibility while further reinforcing Mailibu's message of bring the light-hearted spirit of the islands into our everyday lives."