Malibu announces the return of the Malibu Rum Beach House at select music festivals, featuring exclusive performances with top music artists Matt and Kim, St. Lucia and Jana Kramer, as well as appearances by social influencers and engaging digital partnerships.
Debuting this summer, Malibu’s new global campaign “Because Summer” embodies the concept that anything is possible in the summertime and encourages consumers to be spontaneous, carefree and flow with the summer fun.
“In true Malibu spirit, we are offering our consumers even more engaging summer experiences this season and partnering with top talent and influencer partners who embody the essence of the brand,” said Brian Mequet, VP-Rum and Liqueurs, Pernod Ricard USA.
“The pop-up Beach Houses continue to provide Malibu great opportunities to engage with our fans in unique and once-in-a-lifetime ways. As one of the most iconic brands of summer, Malibu is committed to bringing Because Summer moments to life for our fans like only we can.”
Malibu will engage directly with consumers on social channels tied to the festival circuit and key summer moments. Malibu was the first alcohol beverage brand to execute a geo-filter (for those 21+ years old) on Snapchat during a live event that is specific only to the Malibu Rum Beach House at the respective music festivals.
In addition, Malibu is the first alcohol beverage brand to execute a lens (21+) which launched on Memorial Day; the brand will once again sponsor a national lens (21+) for National Piña Colada Day on July 10.