PERNOD Ricard UK is looking to drive sales of its Malibu brand this summer with three pieces of on-trade activity.
In participating bars over the summer any customer who purchases a Malibu drink for themselves and a friend will receive a voucher for a free make-up kit worth £20.
The kits, from cosmetics brand Models Own, each contain a mirror, coconut-flavoured lip gloss, eyelash curlers and eye shadow.
The company is also distributing free ‘Tote bags’ to participating outlets, to be given away free at point of purchase, and is encouraging trial of the signature Malibu with cranberry and lemonade serve by promoting it in a pitcher with four glasses.
“With spring starting to warm up and summer only around the corner, Malibu is doing all it can to inject some early fun and sunshine into social occasions,” said PRUK marketing director Patrick Vennings.
“From gifts to get consumers ready for the summer months, to the eye-catching and delicious Malibu Pitchers, our summer activations will resonate with our target consumers, reinforce Malibu’s versatility as a highly-mixable spirit, and help support licensees in their drive for profitable spirit sales over the summer months.”