July 13, 2016

Why Malibu Rum is Spending 75 Percent of Its Marketing Budget on Digital


Pernod Ricard’s Malibu rum brand is betting on digital to spur a sales comeback. It wants to devote three quarters of its marketing budget to digital activities in 2016, up from 60 percent last year. The plan is to move away from its perennial association with the summer, by pushing out campaigns regularly in order to generate sales throughout the year. As it does this, it seeks to increasingly appeal to a younger, over-21 millennial audience of both men and women without losing that “chill, fun summer vibe.”

The creation of 'Malibros' begins.

Topics: Digital Marketing, Digital Strategy, Vertical - Alcohol, Advertising