Overview

Exposure recruited luxury cult streetwear brand, Aries, as the partner to refresh Malibu’s brand perception among a young ‘funstarter’ audience - using the magic of AI.

Challenge

Malibu net sales increased by 10% FY21 - 22. However, the coconut rum liqueur known and loved by millions, was suffering from outdated brand perception and low consideration amongst its culturally connected ‘young funstarter’ audience. 

Exposure was challenged to develop a collaboration strategy to embed Malibu within UK culture and tastemakers, to drive consumer intimacy via newer, culturally relevant territories.

Therefore bringing relevancy to a brand which was often overlooked.

Insight

Exposure identified strategic territories and passion points to underpin Malibu’s collaboration approach and and drive a step-change in consumer perception.

The emphasis fell on a partner rooted in its community, with a shared love of fashion and counter-culture. 

Similar in mindset and ethos, yet different enough in aesthetics and audience to secure the attention of hype media and consumers alike.

Response

Malibu recruited luxury cult streetwear brand, Aries, as the partner to leverage passion points and regain relevance.

Via the partnership, we ripped up the rule book and created an industry-first by embracing AI technology as the facilitator of their shared values of freedom, creativity and self-expression. 

A suite of game-changing assets were amplified using a multi-channel approach including an effective, highly-targeted media engagement plan which took Malibu into new hype-led spaces within culture and lifestyle earned media. 

Driving quality coverage and conversation in new and impactful spaces - that Malibu had not populated for over a decade. 

Results

A six piece limited-edition collection which remixed the brand’s blended past to create a post-modern ideal of an endless summer.