Malibu

- Best Summer Ever

iD delivered a unique & memorable on-trade experience for Malibu; bringing the summer spirit to 400 bars across the UK. 

How it worked

A team of Malibu Brand Ambassadors toured a variety of bars throughout the UK, educating 18-34 year olds on the versatility of Malibu, and why it should be their spirit of choice for the summer.

How it worked

  • We designed and implemented a mobile 'Malibu Bar Kit' to take the experience to consumers across the UK
  • Branded collateral was placed in each venue and bar staff were encouraged to wear Malibu uniforms to evoke the 'summer feeling'
  • Free gift with purchase incentive drove over 18,000 sales (60% conversion to purchase)
  • On the spot prizes and competitions encouraged data capture for future marketing communication (over 6,500 consumers signed up to the Malibu newsletter)
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