Malibu, the Pernod Ricard owned Caribbean coconut rum, is launching its global campaign ‘101 Days of #BecauseSummer’. Created and managed by global brand experience agency Huge, the campaign’s objective is to make Malibu the summer spirit brand of choice for a global millennial audience.
Building on the success of Malibu’s ‘Because Summer’ platform, the campaign will offer a new piece of inspirational content every day, for 101 days of the summer. Each day’s post is designed to help millennials embrace summer and release the more fun, open and social version of themselves. Comprising everything from films and digital tools, to a brand social responsibility initiative and drinks inspiration; each of the 101 ideas aims to inspire millennials to do something different each day – the kind of things they normally wouldn’t do, but do #BecauseSummer.
Kick-starting the campaign on day one is ‘Epic Slow Mo’, a film featuring an array of global influencers, and starring US pop culture phenomenon, @thefatjewish alongside professional surfer @alanarblanchard. ‘Epic Slow Mo’ is a fun take on the transformation that happens when your ‘Because Summer’ behaviour is suddenly unleashed.
Other inspirational ideas include; how to throw a pool party without a pool, how to ‘summer your work day’, and how to go from chilled to hyped in 30 seconds with reverse meditation. Plus 97 other suggestions for millennials to get the most out of their summer.
The campaign launched on 26th May and will run globally across digital and social media channels.
Colin Kavanagh, VP Marketing Malibu & Kahlúa comments: “Last summer’s campaign was really successful and this year we’re going to bring it up a notch. There will be parties, waterslides and even sea turtles this summer! I can’t tell you more at this point, you’ll just have to wait and see what #BecauseSummer has in store.”
Brian Brady, creative director, Huge added: “No other brand conjures up memorable summer days and nights quite like Malibu. Helping create 101 days of inspiration was a daunting but hugely enjoyable task, and we can’t wait to see what the audience makes of it.”
Source: Little Black Book