Malibu Rum returns to Publicis

15 May 2009 | By Popsop Team

Publicis in London said yesterday it won global ad chores on Pernod Ricard’s Malibu Rum following a review.

The move constitutes a return of Malibu to Publicis, as the shop’s New York office had lost lead agency status on the brand to Droga5 in 2007.

malibu_range.jpg

Droga5′s big push for Malibu surfaced as ’07 drew to a close and introduced the tagline, “Get your island on.” In TV spots, people were shown bringing an island mentality to their work-a-day lives — flip-flops and beach cruisers replacing dress shoes and cars during the morning commute while a reggae track provided the background. The characters eventually made it to their private island, of sorts, at a rooftop party serving Malibu.

Spending is in the $35-40 million range, and Publicis said it is now tasked with creating an integrated multimedia campaign to run across various channels in nine key markets worldwide.

via www.adweek.com

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