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Malibu Black is available exclusively in travel retail within Europe and offers Malibu drinkers a slightly spicier, bolder version of the original |
Travellers headed to sunnier climes can hit the beach a little earlier thanks to a new promotion by Pernod Ricard Travel Retail Europe for Malibu at the World Duty Free Group store in London Gatwick Airport, South Terminal. The “˜Malibu Beach Party’ activation for the coconut-flavoured rum began earlier this week and runs until 10 June.
The promotion aims to drive consumers’ awareness of Malibu Black, a new dark rum variant of the original coconut-flavoured drink. It is exclusively sold in travel retail within Europe.
Malibu Black is slightly stronger than the original Malibu at 35% ABV and features a spicy and less sweet flavour than Malibu Original.
At the beach party-themed space within the World Duty Free Group store, passengers can sample one of three summery cocktails: Lick of Sunshine, Simply Pink and Black Light. All cocktails are made with either Malibu Original or Malibu Black.
Passengers will also be able to take a “˜selfie’ in-store and share it on Facebook or Instagram, geo-tagging their location as “World Duty Free at Gatwick South Terminal”. When they post their picture on social media using the hashtag #BestSummerEver, they will receive free Malibu cocktail recipe cards that can also be used as postcards.
The hashtag also appears in Pernod Ricard Travel Retail Europe’s summer UK campaign and advert, “˜Welcome Back Summer You’, which invites customers to take part in an online competition via the microsite www.MalibuBestSummerEver.co.uk
As part of the promotion, customers who purchase two 1L bottles of Malibu Original or a 1L bottle of Malibu Black will receive complimentary Malibu speakers for their mobile phone or MP3 player.
Pernod Ricard Travel Retail Europe Marketing Director Jenny Shipton said: “Across the world, Malibu is synonymous with summer. We are really excited about the Malibu Beach Party promotion which highlights the brand’s lively character whilst showcasing its versatility and raising awareness of Malibu Black, our travel retail exclusive within Europe. We are confident that this engaging activation will capture the attention of fun-seekers travelling through Gatwick airport and provide them with a unique and enjoyable brand experience kick-starting their holiday.”
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Feelin’ hot hot hot: Travellers are transported to the Malibu Beach Party space in the World Duty Free store where they can sample cocktails based on the coconut flavoured rum |
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Travellers can also ‘share the feeling’ of the Malibu activation by posting a ‘selfie’ to Facebook and Instagram, geo-tagging their location |
