PHD in SPF

A Spirits PR Case Study

Malibu Rum: How do you create excitement about a product that isn’t new?

It’s the challenge that Malibu Rum posed when they asked for help in creating a limited edition product for the summer. Using the bottle’s iconic palm tree as inspiration, we partnered with Reef Check, dedicated to monitoring coral reefs worldwide, and created a platform that leveraged insights from the millennial target on meaningful issues. Central to the partnership was the redesign of the bottle and the creation of the Malibu Beach Internship, which offered a chance to study reefs on beaches in Thailand. Not only did Cool Hunting call the initiative “one of the most effective programs we’ve encountered,” but hard-to-reach outlets Conde Nast Traveler, Marie Claire and Playboy sang the brand’s praises, helping to deplete the limited edition’s inventory.