Malibu, Ne-Yo Form Long-term Brand Partnership
Malibu has teamed up with R&B singer/songwriter/actor, Ne-Yo on Malibu Red, an innovative blend of coconut rum and tequila slated to arrive at retail early next year.
Ne-Yo collaborated closely with the Pernod Ricard USA flavored-rum brand on the new product, which will be promoted via exclusive music, performances, video and digital conversations. “From music to film and everything in between, Malibu and I have been working behind the scenes to create a rich experience for Malibu Red that allows me to naturally bring my storytelling, acting, singing and dancing to the table,” the star explained. “Beginning with its smooth and fiery flavor fusion, through branded content, we will bring Malibu Red to life in a way that invites consumers to be creatively inspired by what is possible when you’re out with friends, ready for that night you’ll never forget.”
70-proof Malibu Red aims to expand Malibu usage year-round and into new occasions. The silver-and-red bottle, while still remaining loyal to the original Malibu, boasts a sophisticated premium look of its own.
“Malibu Red is not just another celebrity-endorsed product,” noted Ian Crystal, global marketing director, Malibu at Purchase, N.Y.-based Pernod Ricard USA. “Turning the term partnership on its head, Ne-Yo has really served as the creative director of Malibu Red from beginning to end – lending his ‘smooth’ talents and creative vision to create a product experience -- from flavor to film -- that will push boundaries in the spirits category.”
Launching in March 2012, Malibu Red will be supported by one of the brand’s largest global marketing initiatives, encompassing TV, print, online and OOH advertising; digital and exclusive multimedia content; public relations; events; on- and off-premise sampling; and point-of-sale merchandise.
Campaign content further includes a commercial shoot in Spain that will yield videos, short films and behind-the-scenes images charting Ne-Yo’s creative interpretation of the product and its development. To round out the entertainment element of the campaign, Malibu Red will sponsor the performer’s 2012 concert tour.