Malibu has unveiled a fresh global campaign, as it looks to appeal to millennials with a 101-day long snackable content push.
Dubbed ‘101 Days of #BecauseSummer’, the initiative builds upon the coconut rum’s 2016 ‘Because Summer’ positioning. As part of the push a new piece of content will be offered up to consumers every day for the entirety of summer.
Comprising films and digital activations, as well as a brand social responsibility initiative and drinks inspiration; each of the 101 how to-style films will seek to inspire millennials to do something different each day and embrace the carefree spontaneity assosciated Read full story ›
Source: The Drum
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