Malibu launches new Island Melon Flavor

Malibu, the number one selling Caribbean Rum with natural Coconut Flavor, today introduced Malibu Island Melon, the newest flavor to join the Malibu family, which includes Malibu, Malibu Tropical Banana, Malibu Mango, Malibu Pineapple and Malibu Passion Fruit.

“Malibu Island Melon captures the brand’s vibrant outlook and island spirit,” said Cyril Claquin, Senior Vice President of Global Marketing for Malibu-Kahlua International.  “Consumer response to the fresh melon flavor in testing was incredibly positive and it is a natural fit for an iconic Carribean brand.”

“Melon is a truly unique flavor proposition that appeals to both LDA+ men and women and is a natural extension for the brand that truly melds with the essence of Malibu,” said Craig Johnson, Malibu Brand Director at Pernod Ricard USA.  “In testing, consumers chose the melon flavor as having the best fit with the Malibu trademark and ranked it at or near the top in terms of uniqueness and Caribbean spirit.  Malibu Island Melon represents a new opportunity to build awareness with consumers and help our trade partners increase sales.”

A digital campaign that taps into the most popular trends among its core consumers will support the launch.  Aimed to appeal to an audience that increasingly turns to the Web to view its favorite television shows, Malibu has developed web films that will appear on video sites such as Hulu.com and Fox.com.

These funny video shorts will be accompanied by traditional web banners.  The humorous, bowling-themed videos promote Malibu Island Bowling, a mobile phone application that allows you to bowl “island style” with a melon.  The game will be available online on the Malibu website, as well as other sites including Facebook.

Read the full press release here on Pernod Ricard USA

Popsop.com
23 April 2009
Tags: alcohol drinks, Pernod Ricard, rum