These Bros Aren't Afraid to Embrace Their Fruity Tastes in Campaign for Malibu

Social Media Campaign Launches In Time for Spring Break

Published on

Editor's Pick

Malibu rum is targeting young male drinkers with a new campaign that encourages them to break the rules of what constitutes a masculine drink and become "Malibros."

An ad by 360i, which broke on Facebook this morning timed to coincide with spring vacation, sees two men bonding over ordering fruity Malibu cocktails, (after one initially tries to hide the fact he's ordered a pink Malibu Bay Breeze). A whole group of guys are then seen celebrating their love for Malibu in "Malibros" t-shirts in a ridiculously over-the-top beach party scene that involves coconut-shell breasts, pineapple throwing and chest bumps.

Malibu, owned by Pernod Ricard, isn't the first alcohol brand to target men by skewing traditional stereotypes of masculinity -- last year saw Heineken-owned Foster's launch an ad in the UK starring a male cheerleader.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Description
Malibu coconut rum is redefining what it means to be masculine with the launch of a new tongue-in-cheek social campaign introducing the 'Malibro.'
Credits
Date
Mar 15, 2016
Agency:
360i
Chief Creative Officer:
Pierre Lipton
Client:
Malibu Rum
Group Creative Director:
Aileen Calderon
Associate Creative Director:
Greg Dalbey
Associate Creative Director:
Mike Lee
Art Director:
Caitlin Harsch
Copywriter:
Erika Yost
Senior Content Producer:
Dana Eisenberg
Senior Content Producer:
Lucy Scott
Senior Integrated Producer:
Aleasha Mason
Account Director:
Nicole Rousseau
Account Manager:
L.C. Staten
Strategy Director:
Marisa Zupan
Strategist:
Kate Reeder
Production Company:
Pet Gorilla
Director:
Matty Fisch
Executive Producer:
Dominic Bernacchi
Producer:
Kyle Hill
Director of Photography:
Sing Howe Yam
Production Designer:
Joshua Stricklin
Post Production Co.:
Jump Editorial
Editor:
Adrianna Merlucci
Head Of Production:
Wade Weliever
Producer:
Kenneth Solis

See more credits

Industry
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age