Pernod Ricard brand Malibu has partnered with dance music artist Kygo. The flavoured rum brand's bottle has already appeared in the musician's music video for the single 'Carry Me.'
Having made an appearance at the Rio Olympics closing ceremony, Kygo has teamed up with Malibu at music events and venues around the world for Malibu’s #BecauseSummer platform. Colin Kavanagh, Malibu global vp for marketing says: “His videos and performances reflect those moments when you feel you can do what you really want to, just because it’s summer.”
“Kygo is phenomenally popular with our global audience of young fun starters and is a huge draw as a headliner at music festivals. We couldn’t be happier that Malibu is able to support him. Kygo embodies everything that our 'Because Summer' campaign is about and is a brilliant fit for Malibu. We’re so looking forward to working with him over the next year and in particular next summer.”
Along with the 'Carry Me' video, Malibu has already staged a 48-hour consumer competition offering the chance to meet Kygo when he headlined at the Ultra Japan festival recently.
Kavanagh continues: “We’ll be announcing a full programme of support activity next spring. In the meantime, though autumn may be here, there’s still time to be that ‘summer you’ and enjoy some Malibu ‘Because Summer’ spontaneity while watching Carry Me.”
22 October 2016 - Sam Coyne The Drinks Report, editorial assistant