The Malibu rum is seizing the summer with a broad campaign that encourages consumers to live active life in the next three months. The new campaign, “Best Summer Ever Project” by agency AnalogFolk, will be enticing fans into an offbeat summer experience. The endeavor fill be filmed and posted to social media channels, in several phases, across the globe.
The announcement reads that the effort will roll out in markets including the UK and US. The consumers will be approached with a big challenge—they will be asked to come up with a list of 100 summer experiences. These experiences will engage a selected group of friends, who will perform multiple activities. The brand is set to film all these challenges and reveal them on its YouTube page.
There will be two major phases. The first is slated for June, when Malibu will call young adults to upload a series of summer experiences. The brand says that after selecting the best 100 experiences, it will bring them to life during the second phase of the effort. For this, Malibu will run a 40-day reality series, which will feature a group of friends, who embark on a road trip ad perform all these 100 summer experiences.
More details will be revealed in the coming days. The brand will launch a dedicated site, Best Summer Ever, and will also release an Instagram-inspired video to drive more people into the project. To become part of this video, fans can already share their pics using the hashtag #BestSummerEver. Consumers will also be offered a chance to win valuable prizes including VIP holidays to Ibiza Rocks and tickets for concerts at The O2.
Earlier this spring, Malibu collaborated with London fashion designer Sera Ulger on a unique Summer bottle for the UK. The designer has also developed an exclusive Malibu Couture Fashion line in vibrant colors and playful patterns.