Malibu and Jacob's Creek ramp up summer campaign

By Emily Kearns

Published: 05 June, 2013

Pernod Ricard has announced plans for its biggest summer campaign yet, where it plans to reach more than 42 million consumers through sponsorship, digital and experiential marketing.

The campaign will lead with coconut rum Malibu and Californian wine brand Jacob's Creek.

The activity will see Malibu bringing back its Malibutique to London Liverpool, Birmingham and Manchester this summer. The pop-up boutique will house a cocktail bar, and treatments will be available from brand partners Toni & Guy and Nails Inc.

Jacob's Creek will partner the Wimbledon Championships for the third year running, as well as kicking off a print, digital and outdoor advertising campaign. It will also launch an on-pack competition offering consumers the chance to win either tickets to the Wimbledon finals or one of 500 iPad Minis.

Patrick Venning, marketing director at Pernod Ricard UK, said: "We have become very successful at activating premium brand experiences that offer relevant and entertaining touch points for our consumers and this summer is no exception.

"We will be driving engagement and investment across our entire wines and spirits portfolio but Malibu and Jacob's Creek will account for the lions share because of their natural affinity with summer."