Pernod Ricard brand Malibu in a facelift to gather sales momentum

The Rum brand Malibu owned by Pernod Ricard is to launch a new integrated marketing campaign that will end an 18 month absence from TV advertising. The company has set a side a £14 million budget for the next two years for it's new TV advertising campaign. The campaign is targeted towards 18 - 24 year old women who account for about 40% of all sales volume of Malibu.

The campaign is supported by a limited edition bottle that will feature a new summery design developed by Pernod's in house team and that will also feature cocktail receipts that involve the use of Malibu Rum. The new bottle design is also support by a brand new site (http://www.malibu-rum.com/) that feature the strap line "Get Your Island On" and has the same fresh design as the bottle label. The website includes other features such as cocktail receipts, TV advertising and downloads.





A feature which I believe is missing from Malibu's strategy is the actual social networking...summer is renowned for the parties and friends meeting for social events...it could be a good idea for Malibu promote itself as your party partner for the summer season and hence Twitter, Facebook (and other social networking sites such as Bebo and Myspace) and own blog would be a good idea. Could this proposed strategy enhance the chances of success of this campaign or is social networking not ideal for such products?

Bayer in Breakthough Advertising

There are some issues, especially those that are sources of a moral debate, that always cause upheaval when advertised. A high percentage of such adverts relate to sexual health. UK's Watchdog has take a step forward in this regard as it tries to facilitate sexual health related advertising so as to increase sexual education with the aim of decreasing the rate of teenage pregnancy. However such moves, as always find a lot of opposition.


Bayer has now gone a step further...while before people were complaining because a proposal was being passed that would allow contraceptive advertising to be aired before the 9pm watershed, Bayer last Thursday started a TV campaign advertising the morning after pill - Levonelle. This goes a step further as there exist a further moral debate now...it is not just about advertising contraceptives, but about whether to consider this drug a contraceptive or an early abortion (given that it doesn't prevent the exchange of body fluids to tries to correct what has already taken place).

The Prolife Alliance see this as an abortion pill however other organisations such as Marie Stopes International see this as a good step forward toward better sexual health education that might drive down the rate of teenage pregnancy. The issue now rests on where do we place the limit...should we allow any form of advertising for the sake of reducing problems such as teenage pregnancy or should there still be a limit....for example should we allow abortion clinics to advertise their services or should we auto impose certain limits...

This question is surely a difficult one to answer as it is sure to spark a very hot debate...however what is sure is that Bayer succeeded in one thing...they managed to spark the much needed discussion that will get the name of their drug of newspapers and online fora.