Malibu rum has signed Redfoo, formerly of the electro-pop duo LMFAO, as a brand ambassador during the 2015 summer period. This is in celebration of the brand’s global Best Summer Ever campaign. As part of this partnership, Redfoo drops reference to the coconut flavoured rum in his single “Where the Sun Goes”, the title track on his debut solo album.
Redfoo’s lyric refers to drinking Malibu in the perfect summer setting, and product placement appears in the music video for the track. The music video premiered on RollingStone.com and was launched on Redfoo’s YouTube channel. “The reason for the title is that the sunshine has always been special to me,” an energetic Redfoo explains. “The songs are all feel-good and bright, and that’s the best way to describe the feeling of the album.”
The collaboration is part of a unique influencer strategy for Malibu, to put the brand at the heart of the conversation around summer. As part of the agreement, Malibu has usage rights for the track within key digital channels. There will be social media activation around the track focusing on the line “Malibu With A View”. Influencers across Instagram, Facebook and Twitter will build buzz around Redfoo’s Malibu lyric #MalibuWithAView.
“Our ambition is for Malibu to become the most talked about spirit brand during the summer,” says Sina Neubrandt, global marketing manager of content for Malibu. “This unique partnership with Redfoo is a fantastic fit for the brand and builds upon the Best Summer Ever Project, as we aim to create a positive social phenomenon this summer.”
In addition to this, Malibu has teamed up with some of the top young explorers around the world who toured Europe and the US. The explorers immersed themselves in a number of summer experiences. This will provide audiences with real and inspiring pieces of advice as they uncover The A-Z of Summer. Redfoo features in this content series and also provides additional film content through performances and interviews.
Closer to home, Malibu has teamed up with Shortstraw, Khutso Theledi, Danine Naidoo, Mika Stefano and Tumi Voster to drive awareness and engagement for the campaign on social media. In line with this, @MalibuRumSA will be running a competition throughout December where anyone who posts an image of their favourite spot while enjoying Malibu and tags #MalibuWithAView to Facebook, Instagram and Twitter, stands to win an array of cool summer gear.
With nine provinces, each boasting beautiful weather and their own unique backdrops, South Africans are spoilt for choice in finding their #MalibuWithAView and celebrating their Best Summer Ever.