Malibu, the Caribbean rum with coconut flavour owned by Pernod Ricard, has launched the first major part of the ‘Best Summer Ever Project’ with the launch of an innovative global content portal.
Malibu’s ‘Best Summer Ever Project’ content hub is hosted on a premium YouTube channel and encourages consumers to help curate a collection of over 100 summer experiences to create the definitive #BestSummerEver list. The content hub features inspiring content, including a promotional video inviting people to participate in the campaign. The Instagram-inspired film, which also runs across Video On Demand and YouTube pre-roll, brings to life the concept that the best ‘you’ is the ‘summer you’. One Republic’s ‘Life in Color’ is used as the soundtrack.
The final #BestSummerEver list will then be brought to life in the form of a 40-day reality series beginning at the end of July. A group of friends will go on an unforgettable road trip taking on the list of summer experiences. This journey will be documented and video content will be shared on the bespoke Malibu content hub, as well as across social channels.
The ‘Best Summer Ever Project’ encourages Malibu drinkers the world over to unleash their ‘summer you’ and is based on the insight that they feel free and happy during this time of year. Created by AnalogFolk London, the global campaign for Malibu builds upon the cultural phenomenon amongst young adults who are already documenting and sharing memorable summer experiences through social media.
Vizeum has handled global media planning and buying for the campaign.