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Maliboom Boom brings the upbeat energy

Pernod Ricard UK ‘s new TV and radio advertising campaign for Malibu – Radio Maliboom Boom (running from April 1 to May 19) features two DJs who broadcast the infectious beat of the Caribbean to the world.

The campaign running on ITV1, Sky1, MTV, Channel 4, Kiss FM and Facebook features two 30sec spots, including “Snowflake” and “Shake it”. In both ads, the engaging and energetic radio personalities, DJ Bernhard and MC Wonder Full, broadcast upbeat and vibrant music from the rugged Radio Maliboom Boom studio on a beach in Barbados.

The campaign’s debut advert ‘Snowflake’ opens with the DJs introducing Radio Maliboom Boom before cutting to people around the world dancing to the station’s sound. Humour abounds, as the DJs point out that Radio Maliboom Boom is a ‘non-commercial’ radio station even though their shack resembles a shrine to the Malibu brand. Suddenly the music stops and DJ Bernhard and MC Wonder Full discover the plug has been pulled on the broadcast by their pet goat, ‘Snowflake’.

The new TV advertising encourages British people to bring the light-hearted spirit and upbeat energy of the Caribbean to their everyday lives. Over the course of the campaign, the advertising will reach a total of 5.6 million 18-24 year olds – Malibu’s core consumer target group.

Malibu Cocktail Shaker
The Radio Maliboom Boom advertising campaign will also be supported in the trade with a new Malibu Cocktail Shaker. A total of 55,000 will be made available to consumers in 500 bars across the UK, showcasing new vibrant cocktail recipes that consumers will be able to shake themselves at the bar.

The Malibu shaker will also be available in the off-trade as part of a value added offer on the Malibu 35cl bottle. These initiatives will be live in the trade at the same time as the ‘Shake it’ TV ad which features the shaker. It aims to engage consumers by encouraging them to experiment with the coconut Caribbean rum by enjoying it with different mixers to discover new drinks in the Spring and Summer sunshine.

Pernod Ricard UK
Part of the Pernod Ricard Group, co-leader of the global wines and spirits industry. Globally, Pernod Ricard now represents 91 million cases of spirits and 25 million cases of wine, and owns 19 of the world’s top 100 brands.
Pernod Ricard UK has identified the following key brands in the UK market: Absolut, Campo Viejo, Chivas Regal, G.H. Mumm, Havana Club, Jacob’s Creek, Jameson, Malibu, Martell, Montana, Pernod, Perrier-Jouët and The Glenlivet.