2010 Malibu


Mish Mash and other stuff

Briefed to increase the relevance of Malibu to its core 18-24 audience, we developed a new creative direction, bringing to life the brand heritage with a contemporary Caribbean vibe. The Mish Mash Tour hit 90 Student Union and UK bars, with DJs, MCs and drummers showcasing music tracks mashed together. Communicated via multi-channel media on and offline, sampling and promotions, Mish Mash attracted 42,000 consumers and saw brand affinity scores increase by 10%. And in support a whole summer of On and Off Trade activity helped to make sales shine under sunny skies.