Pernod Ricard and Bauer Media teamed up to support Malibu’s summer campaign with a branded content cross platform campaign spanning print, digital, radio and events.

The challenge

Our key role for communication was to improve Malibu’s brand image and drive awareness and footfall to Malibu’s ‘Malibutique’ - events touring the country where consumers can experience the latest fashion and beauty products, while enjoying ‘pre-party’ tracks and the new range of Malibu summer cocktails.

Our Approach

To give Malibu more contemporary credibility, we wanted to provide engaging content with which its audience could interact with.  Our insight showed us that their target audience’s passions were fashion, celebrity and having great nights out with friends, and therefore we devised a cross platform deal spanning print, digital and radio that had these passions at their core. We also wanted to create a strong link between Malibu and Summer – a time of year intrinsically linked to Malibu when consumption is high.

The Idea

heat and Grazia are influential brands with incredibly style conscious audiences. With these brands at the core, we created high impact branded content focused around ‘Summer Style’, with all activity driving to the Malibutique events.


The campaign launched with a heat produced bespoke 32 page Malibu-branded Summer Style mini-magazine which was available at the events and bound into the main magazine. Thereafter a bespoke Malibu branded style page ‘Who, What, Wear’ along with integrated sponsorship of the regular section, ‘Steal her Style’ ran for 12 weeks in the celebrity weekly. This reinforced Malibu’s key messages and association with Summer.  We made the most of the fashion credentials of Grazia by producing four stunning DPS advertorials, each depicting a key Summer scene in which to intrinsically link Malibu and make it the ‘must have’ item of the Summer.

heat and Grazia’s online, Facebook and Twitter platforms drove audiences to a Malibu Facebook page populated with exclusive heat and Grazia generated content.

heat editorial teams attended three ‘Malibutique’ pop-up events, in major shopping centres in London, Birmingham and Manchester. They offered exclusive style and beauty advice to users of the styling boutiques. Events were promoted in Grazia and heat magazine, as well as on Grazia Daily, heat online and heat Radio.

The Bauer portfolio offers a number of highly relevant touchpoints for reaching our core Malibu audience. Their proposal was both exciting and well though through and built on our desire to tap into our key passions of our audience: fashion, celebrity and a great night out with friends.

Patrick Venning Head of Marketing at Pernod Ricard



growth of Facebook fans over the course of the campaign.

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