2014 IPM Gold – Best experiential at Point of Purchase – Malibu Style scouts
Challenge: Evolve our 2013 IPM Gold award-winning Malibu On Trade Activation to deliver even more impact, higher sales in outlet and increased brand visibility. Own the summer and establish Malibu as the preferred summer spirits brand.
Our Approach: We took a commercial approach to create a cost effective, value adding experience for consumers and outlets that drove trial via purchase and boosted Malibu ROS and brand awareness whilst ensuring consumers and trade reappraised the brand.
Implementation: Spirit of Summer nights created a high energy, party atmosphere. We increased brand visibility via relevant POS and giveaways – flower garlands were used as an icebreaker upon arrival. Branded sunglasses as a relevant gift with purchase that was gender neutral and highly popular. A practical data capture tool that created a secondary engagement piece and aligned the activity with Malibu’s Best Summer Ever Project.
Results: The Spirit of Summer tour visited over 300 outlets, across 4 months with over 27,000 Malibu sales and over 9,000 email opt-ins. We improved upon our award-winning campaign the year before with an average of 90 sales and 20 email opt ins per outlet making this campaign Pernod Ricard’s most successful on trade activity to date.