When Malibu launched a Limited-Edition Bottle with no new product benefits, TTC created the news. We redesigned the iconic white bottle to spotlight a partnership with Reef Check, a global non-profit dedicated to coral reef conservation. The collaboration launched the Malibu Beach Internship, giving the Millennial target consumer a chance to become reef-check certified in destinations like the Philippines, the Maldives, or Thailand.

 

Results

• Limited Edition SKU saw 100% depletion before end of program.

• The brand received 400+MM media impressions with coverage in Coolhunter.com, Conde Nast Traveler, USA Today, Time Out New York, and Marie Claire.

• Exceeded reach goals by 312%.