Malibu needed to own summer, not merely appear in it. We anchored the brand in sound system culture and street food, then packaged it in a toolkit for every market to activate.
During summer, music is a big passion point for Malibu’s fans and cementing sunny memories. Translating this vibe into a brand-home toolkit to be executed worldwide.
Creating sound system culture as the anchor for Malibu in an ownable and authentic way.
The smell and taste of street food reminds you of that feeling of summer. We worked this sweet summer magic by serving street food that’s enjoyed over a cold cocktail, paired to match the dish.
The refreshing taste of summer.