Malibu embraces the summer mindset with a global brand refresh

Malibu has created a new global brand positioning with the help of Wieden & Kennedy London.

The rum brand has introduced the platform “Do whatever tastes good” with an energy-rich campaign that celebrates everything related to summer, regardless of any time of year, called “Welcome to Malibu”.

Created by Katy Edelsten, Rachel Clancy, Aleks Atanasovski and Hannah Young, the campaign will hit all key markets, including the US and Europe.

“Welcome to Malibu” will also run online, digitally, out-of-home and in-store, complete with gifs, stickers and behind-the-scenes content for social media.

A colorful 90-second film, directed by Dave Meyers, follows the heroic character on a journey through a fun and psychedelic world.

Dressed in western equipment, the character travels from a sun-drenched garden party to a lively pizzeria, all on his famous coconut horse, and meets people from all walks of life who do what they love.

The place ends with the tagline “Do whatever tastes good” because the brand update encourages rom lovers to embrace summer thinking all year round.

“The exciting thing about this campaign is that it transforms the traditional summer event in Malibu from a time and place into a mindset that you can find at any time,” explained Johan Radojewski, Vice President of Global Marketing. 

“By inviting our consumers to do what tastes good, we capture the summer spirit and make it relevant all year round. Give our audience permission to enjoy whatever they want, whenever they want. “

W&K creatives, Edelsten and Clancy, said: “Like a perfect pop song or your softest velor training pants, Malibu is rudely mainstream and deliciously uncomplicated. 

“Our mission was to move Malibu beyond the confines of sunbeds and coconut mugs, so we created a whole magical, musical world – which still has a prominent role for coconuts, do not worry.” 

They added: “Malibu is a place where summer is a way of thinking, the inhabitants serve all sunshine and no shade, and where we invite everyone who visits us to ‘do whatever tastes good’.”