A PHD in SPF
Malibu Rum needed a new SKU for their key selling season of summer, so TTC created a partnership that spoke to a passion point of their target: the beach. By partnering with Reef Check, a nonprofit dedicated to monitoring and protecting coral reefs worldwide, TTC created a program that not only re-imagined the iconic white bottle canvas, but served as the basis for a 360 degree marketing campaign including the creation of the Malibu Beach Internship, which offered 10 volunteers real work opportunity in Thailand making the connection with reefs not only irrefutable, but fun.
The topical and unique program yielded 400 million impressions in four months and garnered praise from the target’s most read publications including Marie Claire, Jamble, Jaunted and Playboy, causing Cool Hunting to call it “one of the most effective programs we’ve encountered.”