Malibu bottle is given contemporary new look

Malibu has a redesigned bottle that retains the fun and energy that characterizes the brand while adding more of a contemporary feel.

The new bottle also hits the right environmental note, setting the highest standard in weight reduction for this class of bottle. The product development team at glass bottle producer Ardagh used its used advanced design technologies to reduce the blow blow production to ‘best in class’ weights of 450g for the 70cl version and 455g for the 75cl, while retaining all the design features of the bottle.

A new clear window around the bottom of the bottle maximises shelf-appeal by highlighting the fresh, clear spirit and bringing to life the energy and warmth of Malibu in a highly contemporary way. The new logo is clean and modern, evoking the “free and easy spirit” of the brand by capturing the moment when the setting sun meets the beach and the day opens up into an even better time.

Katarina Nielsen, Pernod Ricard's global brand director for Malibu says: "Malibu is the coconut and rum based spirit with a vibrant Caribbean mindset – and our white bottle is well-known worldwide. But even something greater can evolve. And that's just what we've done with the new design."

Anna Kamjou, global director design strategy at The Absolut Company adds: "We've refined everything – the logo, symbol and the typography – and the bottle shape itself. The new bottle is more slender with high shoulders, giving it a distinctive, modern feel that appeals to everyone – and emphasizes the brand’s unique character."

Digital drive to engage consumers

In a first for Pernod Ricard UK, Malibu is also introducing innovative web technology that will digitise its successful Malibutique experience, allowing the consumer to digitally engage with the concept like never before. The company says the brand is at the cutting edge of digital and experiential marketing and that this latest initiative strengthens its credentials further as it turns Malibutique – the sociable place to get ready for a night out with friends – into an interactive, multi-touch point journey that rewards the consumer and fully engages them with the brand and its partners.

Upon arrival and throughout their Malibutique experience, attendees are encouraged to log onto the new web platform – go.malibu.co.uk  – which has been built specifically for Malibu by Gamaroff.  There are interactive touch points at the four designated brand partner areas – ASOS, Nails inc, TONI&GUY and Slug & Lettuce – as well as the Malibu cocktail bar.  

The technology allows the user to scan a barcode on their smartphone at each touch point and then immediately receive exciting content, plus the chance of winning 1 of 100 bottles at each event as well as a Malibu cocktail voucher, which can be redeemed at any Slug & Lettuce nationwide.

This is the first time any Pernod Ricard brand has used digital vouchers of this kind and it expects to turn the Malibutique experience into direct sales, in collaboration with its on-trade partners.

22 July 2013 - Felicity Murray