Celebrating summer, Pernod-Richard’s Malibu sets on the Malibu Music Invasion Tour on July 22. The tour will bring together popular DJs, bands and fans that also will be offered to try out tropical cocktails.
Last summer, the brand celebrated White Hot Summer through its Station Invasion Concert Tour. This year, 10 cities across the U.S. including Miami, Virginia Beach, New York, Boston, Chicago, Austin and San Diego, Phoenix, NJ and Los Angeles will host the parties till October 4.
A famed electronic duo, The Knocks, will perform in the select cities along with DJ Reach and DJ Tommy Virtue, the performer of the Malibu Black Beats Battle earlier this month. Other cities will host a guest performer to be announced yet.
In the UK, Malibu has commenced a new TV campaign encouraging fans to “celebrate the sunset.” The campaign’s character Lady Sunshine is shown walking through Caribbean streets and inviting people she meets to join her at a bar on the beach to enjoy the sunset and a Malibu cocktail. DJ Bernhard and MC Wonderful also feature in the ad, which is running till September 9, says Harpers.
Patrick Venning, marketing director at Pernod Ricard UK, commented: “This latest creative builds on the success of prior Malibu campaigns. Our target consumers have embraced DJ Bernhard and MC Wonderful, and this new campaign gives us the opportunity to introduce a new character, Lady Sunshine, to showcase Malibu’s infectious and playful spirit to thousands of target consumers over the summer—a key trading period for the brand.”