Malibu partners with celebrity DJ to launch #TheCoconutChallenge

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Rum brand Malibu is kicking off a campaign called #TheCoconutChallenge, supported by celebrity partnerships and in-store activity promoting Malibu Piña Colada.

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The brand is partnering with DJ Dillon Francis, TV personality Georgia Toffolo, singer and radio presenter Fleur East and creative director Ashley Banjo, to launch a The Coconut Nut Malibu Remix and encourage its target audience to perform dance moves to the song online, tagging @MaliburumUK and #TheCoconutChallenge in their social media posts, with a chance to be included on a music video.

The campaign is aimed at “young fun starters” (people born between the late 1990s and early 2000s) and is running across social media and dance and clubbing magazine Mixmag throughout August and September.

Marnie Corrigan, brand director at brand owner Pernod Ricard UK, said: “Malibu is experiencing 15.2% value growth in the UK and our campaign will continue to drive top of mind awareness this summer and encourage consumers to seek moments of joy.”