An extension of its “Get Your Island On” campaign, Malibu is encouraging its consumers to express themselves by introducing Malibu By U, a writable, all white version of the Malibu bottle. Limited edition gift cartons became available at retail stores in April 2010, containing the blank bottle and four tropical-colored markers. And to take the creativity one step further, consumers can create a bottle design on the Malibu By U microsite, or upload an image of their customized bottle, and post it to an online gallery on the site where it can be viewed and rated by consumers around the world.
“Consumer feedback to the concept has been extremely positive as consumers exposed to the program see it as enhancing the brand’s creative, spontaneous fun and social personality in a self-expressive way,” says Lisa McCann, senior brand manager for Malibu, Pernod Ricard USA. “We want people to be able to embrace the fun of Malibu Rum while providing our retail partners with another great program to help boost their Malibu sales.”