Malibu presents new initiaitive

Malibu, the Caribbean rum with natural coconut flavour, has launched a limited edition bottle, Malibu By U.

For the first time, the white bottle has been turned into a blank canvas for consumers to design their very own label. Malibu’s widely recognised palm tree and sunset logo are muted in a metallic shimmer providing the perfect base for each individual design. This one of a kind collectible is available in the UK off-trade

The initiative is supported with a digital gallery – www.malibu-rum.com/byuwhere consumers can either upload a photograph of their creation or create their designs directly onto the white bottle, using a range of tools.  All entries are being featured in an on-going, rolling gallery for the nation to see, guaranteeing consumers’ 15 minutes of fame. The best three entries will then win a trip to an exotic location such as Rio, Vegas or Barbados; the home of Malibu rum.

Providing inspiration to the public will be a select number of artists from various design disciplines. One of these is Jimi Crayon, a secret graffiti artist who has customised a Reebok trainer for footballer Thierry Henry, painted live at the Tate Modern and was one of only eight artists to ever display work on the notoriously clean walls of M&C Saatchi’s Soho reception. Jimi will be one of three artists creating his own version of Malibu By U in a key urban hotspot in London. Malibu’s Facebook page www.facebook.com/malibuuk will be providing regular updates on all the artists involved.

Malibu By U is a 360 degree marketing campaign encompassing a PR campaign alongside advertising posters in 80 universities nationwide, digital designs on escalator panels across the tube network, Malibu By U on-carton, (see left), online ads on Facebook and Twitter and ambient marketing via world street artists.

1 June 2010 - Felicity Murray