Malibu Rum (Pernod Ricard) will share original, aspiring content everyday throughout the 101 days of summer via its digital and social channels. The content encourages fans to participate in new and exciting experiences to help them live their most spontaneous, carefree, easygoing selves throughout the entirety of the summer.
The 101 Days of Because Summer debuted on Friday, May 26 with an unexpected, comedic slow-motion video starring pop-culture icon The Fat Jewish. The video inspired #BecauseSummer moments in a storyline that prioritized fun and revealed an unexpected adventure, all with a Malibu cocktail in hand. Check out the full video here.
“As the spirit of the summer, we are excited to share 101 unique pieces of content via the Malibu digital and social channels for every day of the traditional summer season from Memorial Day weekend through Labor Day,” said Daniel R. Clarke, Brand Director USA, Malibu Rum, Pernod Ricard USA. “Through our 101 Days of Because Summer campaign, Malibu has embraced consumers’ carefree summer mentality to disseminate inspirational content that challenges fans to live every day to the fullest and discover new and fun experiences by sharing their own #BecauseSummer moments all season long.”
In addition to Malibu’s 101 Days of Because Summer, the brand has also partnered with one of the hottest music artists, Snakehips, alongside vibrant social influencers and engaging digital partners, to show fans what a Malibu-inspired summer entails.
Some of the other events include a summer kickoff party for 150 consumers and influencers in New York City, 19 social superstars who will inspire fans to live their own 101 Days of Because Summer with Malibu moments by inspiring twists on traditional summer activities, the Malibu Rum Beach House at eight music festivals nationwide and working with EarthWatch to protect sea turtles homs and habitats. or every photo that fans post on social channels and tag their favorite place to party using the hashtag #HumanPartyAnimals, Malibu will donate $5 toward the charitable program with a goal of reaching $100,000 by the end of the year.