Leading coconut rum brand Malibu has unveiled a new summer campaign, #TheCoconutChallenge, targeting the Gen Z audience.
The Pernod Ricard-owned brand has partnered with platinum-selling DJ and producer Dillon Francis, and personalities including Made in Chelsea’s Georgia Toffolo, singer and radio presenter Fleur East and creative director Ashley Banjo, for the campaign.
Malibu and Dillon Francis have shared on Wednesday a remix of The Coconut Nut song, which first became an internet sensation 10 years ago, launching the campaign.
Over 30 Malibu ambassadors from seven different countries will be in the lead to get its target audience moving to the beat of The Coconut Nut Malibu Remix, as they perform dance moves created by renowned choreographer Matt Steffanina.
The brand is also inviting consumers to bust a move to remix and tag their posts with @MaliburumUK and #TheCoconutChallenge to be in with a chance of being featured in Dillon Francis’ crowdsourced music video, scheduled to premiere later this summer.
Marnie Corrigan, brand director at Pernod Ricard UK, said: “Malibu is committed to liberating the fun spirit of summer and #TheCoconutChallenge gives us the opportunity to share a little bit of sunshine, while inspiring our Young Fun Starters to show off their dance skills.
“Malibu is experiencing +15.2% value growth in the UK and our campaign will continue to drive top of mind awareness this summer and encourage consumers to seek moments of joy.”
The campaign will run throughout August and September across social media and will be supported by a media partnership with Mixmag, influencer amplification and PR. It also coincides with in-store activity calling out the Malibu Piña Colada as this summer’s must-have cocktail at home.
