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Drawing on the brand's playful and carefree personality, we developed a creative identity and a copy line inspired by the target demographics favourite app, Instagram. The 'Go Coconuts for Pineapple' creative provided Malibu with real stand out from its previous campaigns and conveyed the brand’s sociable and fun image whilst communicating the perfect serve of the new rum flavour. To help maximise the use of the key visual beyond OOH we created a suite of flexible and adaptable assets that were rolled out across in-store POS campaign elements.
The 'Go Coconuts for Pineapple' creative assets led success of the UK launch of the new flavour and the Malibu Global team thought the creative was so refreshing that they adopted it for Global use.