How do you change customers’ perception of your brand, and stand out in a crowded market?
We created the perfect ‘Malibu moment’ for the brand to connect with their customers in a natural and engaging way. ‘Getting ready for a night out with the girls’ captured the excitement of trying on outfits, doing hair and nails, and enjoying a cocktail before stepping out the door. We brought to life the moment with a mobile pop-up dressing room – the Malibutique – and engaged brand partners with high-profile names to help Malibu talk credibly to 18-34 year-old women. Nails inc provided the latest nail trends and a bespoke varnish; and we made hair styling fun with TONI&GUY.
We created a fashion first by putting ASOS on the high street for the very first time. We connected a record 12 million customers with the Malibu brand through brand partners’ channels, changing perception by more than 25% (Cardinal Pre & Post Campaign Research Shift brand perception and consideration); we raised the ‘style’ profile of Malibu (and drove sales) in bars, with 65% of Malibutique visitors now considering Malibu as a drink of choice.
“It would cost us £4m in advertising to shift our brand perception the same way that these brand partnerships have this year.”
Patrick Venning, Head of Marketing and Spirits, Pernod Ricard