On the private island of the Ricard Family we showcased the scalable experience program based on soundsystem culture and streetfood, driving recruitment and convincing Malibu’s target group that Malibu is the refreshing taste of summer.
‘Malibu Summer You’ is an overarching idea which brings the feeling of summer all year round and which is adaptable to all experiential channels. Especially during summer, music is a big passion point for Malibu’s target and connected to creating summer memories.
By creating Sound system culture as the anchor for Malibu in an ownable and authentic way, Malibu will be more emotionally relatable and relevant, while moving the brand into the more mature territory of lifestyle. And no matter the season, the smell and taste of street food reminds you of that feeling of summer. Malibu works its sweet summer magic by serving street food that’s enjoyed over a cold cocktail, paired to match the dish. The Malibu Summer You experience was delivered into a comprehensive toolkit for local markets to activate.
