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
Mar 15, 2016

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.

Credits

Date
Mar 15, 2016
Agency:
360i
Chief Creative Officer:
Pierre Lipton
Group Creative Director:
Aileen Calderon
Associate Creative Director:
Mike Lee
Senior Content Producer:
Dana Eisenberg
Senior Content Producer:
Lucy Scott
Executive Producer:
Dominic Bernacchi
Production Company:
Pet Gorilla
Producer:
Kyle Hill
Director, Photography:
Sing Howe Yam
Post Production Company:
Jump Editorial
Editor:
Adrianna Merlucci
Head of Production:
Wade Weliever
Finishing:
Poetica
Brand:
Malibu Rum
Client:
Malibu Rum
Associate Creative Director:
Greg Dalbey
Art Director:
Caitlin Harsch
Copywriter:
Erika Yost
Senior Integrated Producer:
Aleasha Mason
Account Director:
Nicole Rousseau
Account Manager:
L.C. Staten
Director, Strategy:
Marisa Zupan
Strategist:
Kate Reeder
Director:
Matty Fisch
Production Designer:
Joshua Stricklin
Producer:
Kenneth Solis
Colorist:
Matthew Greenberg
Mixer:
Ian Sorrentino

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Project Type