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.