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Malibu® Caribbean Rum Unveils Fresh, Sophisticated New Look
• First in Series of 2007 Strategic Changes and Innovations for Malibu
• Iconic White Bottle and Authentic Caribbean Cues Lead Redesign
PURSHASE, N.Y., Jan. 11, 2007 – Malibu, the number-one selling Caribbean Rum with natural Coconut Flavor in the world, is unveiling the first in a series of major changes and innovations for 2007: new packaging for the entire family of Malibu flavors — from the flagship Malibu Coconut to the more recently introduced flavors: Malibu Pineapple, Malibu Mango and Malibu Passion Fruit.
Developed jointly by Malibu-Kahlúa International – the Pernod Ricard-owned company that shapes the brand's global strategy – and Pernod Ricard USA, the new packaging leverages the iconic Malibu Coconut white bottle, one of the most recognized packages in the spirits industry. Cyril Claquin, Senior Vice President Marketing & Sales, Malibu-Kahlúa International, said the packaging re-design – the first in almost two decades – "enhances the stand-out factor of the bottle, differentiates the flavors while keeping them within an iconic white Malibu Family look, and provides a more premium feel."
The primary features of the new packaging include:
- Iconic White Family: Malibu Flavors now join the Malibu original iconic white package.
- Flavor Differentiation: different colors are etched into the neck of the bottles to designate each Malibu flavor, while maintaining a tie with the Malibu family, including: Midnight Purple for Malibu Passion Fruit; Island Orange for Malibu Pineapple; and Coral Red for Malibu Mango. Additionally, each flavor color is reinforced in the Malibu sunset in the logo and in the flavor name lettering.
- Authentic Caribbean cues: a new "Spirit of The Caribbean" embossed stamp has been added to reinforce the brand's heritage and authenticity, and the "Twelve Islands Shipping Company" logo has been given significant real estate on the top half of the bottle.
- Back-of-bottle: content was significantly overhauled to feature Caribbean cocktail recipes for Malibu flavors as suggested by bartenders, as well as a short "Malibu story" celebrating the brand's origin, and a consumer website url.
- Outer-shipper case packaging: was re-designed with the same white, Caribbean and color components as the bottles, including: case with a white overall look, a passport stamp designating a Caribbean origin and flavor color coded lettering.
Jeff Agdern, Marketing Vice President for Malibu at Pernod Ricard USA, said the company is "thrilled to introduce the new Malibu package. This innovation builds upon the distinctiveness and equity of the Malibu Coconut package to create unity across the family, while not stepping away from the look that has helped build Malibu into one of the most dynamic and fastest growing brands in the flavored rum category."
Consumer and trade feedback was an integral part of the Malibu re-design process, which began after Pernod Ricard's acquisition of Allied Domecq and the January, 2006 launch of the Malibu-Kahlúa International brand-ownership company. "The new packs have universally outperformed the old packaging in research," Claquin said. "Consumers agree that the new packaging stands out on the shelf and back bar, and is more sophisticated and of higher quality. And bartenders particularly appreciate the use of the white bottle across the line, since it is easy to identify. Plus, the color bands improve the differentiation between the flavors in the typical, hectic, back-bar environment."
To support the March 2007 launch in the United States, Agdern said Malibu will offer a range of point-of-sale materials, including outer shippers, case cards, shelf talkers and product brochures highlighting both the "New Look" and the same great product inside. An extensive trade media plan that reaches both national and local publications will run January through March, and all consumer communications will be updated.
"Malibu is a top priority within Pernod Ricard USA's premium portfolio, and we strongly believe that the new packaging combined with the other innovations planned in partnership with Malibu-Kahlúa International will further fuel the brand's momentum," Agdern said.
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