Consumers like when brands offer them more than they expect and amaze them with new product offerings, which could never be predicted. Following in the footsteps of Diet Coke with its nail polish and Virgin Atlantic with the lip gloss, Malibu Coconut Flavoured Rum has revealed its own make-up kit worth £20. The new set, which includes a mirror, coconut-flavoured lip gloss, eyelash curlers and eye shadow, is given to those who buy a Malibu drink for themselves and a friend at 4,000 participating UK outlets these months through the end of summer. For this promotion, the alcohol drinks brand teamed up with cosmetics brand, Models Own, which provided the make-up items.

Photo: A snapshot from the Malibu Make-Up Kit Promotion app on the www.facebook.com/malibuUK page

Consumers won’t get the cosmetic gift right away—instead, they will receive a code and then will have to enter it on the Malibu UK Facebook page and enter the code there to redeem the kit (it will be shipped to their home). Still, those who order two drinks at a time (for them and their friend), will get a free Malibu Tote Bag with a vibrant artwork designed by Sophie Harris-Greenslade (it is also featured on the Malibu’s new Limited Edition summer bottle) at the point of sale. In addition to this, Malibu will be encouraging people to try the trial of Malibu with cranberry and lemonade drink in a pitcher, which will be served on a carrier tray for up to four glasses. To promote the summer product, Malibu is supporting it with branded bar runners and drip mats in bars.

“With spring starting to warm up and summer only around the corner, Malibu is doing all it can to inject some early fun and sunshine into social occasions. From gifts to get consumers looking ready for the summer months, to the eye-catching and delicious Malibu Pitchers, our summer activations will resonate with our target consumers, reinforce Malibu’s versatility as a highly mixable spirit, and help support licensees in their drive for profitable spirit sales over the summer months,” commented Patrick Venning, Marketing Director at Pernod Ricard UK.