Malibu(R) Invites You to 'Get Your Island On(TM)' With Radio Maliboom Boom

Malibu(R) Invites You to 'Get Your Island On(TM)' With Radio Maliboom Boom

New Advertising Campaign Launches with TV Spots and Interactive Digital Channel

NEW YORK, Aug. 4 /PRNewswire/ -- Today, Malibu , the number one selling Caribbean Rum with natural coconut flavor, introduces its newest global advertising campaign, Radio Maliboom Boom, as part of its ongoing "Get Your Island On(TM)" crusade. The Radio Maliboom Boom campaign brings the distinctly Caribbean spirit of Malibu to life with upbeat music and entertaining DJ personalities spreading their island vibe around the world.

Created by Publicis London, the campaign debuted in the United States on the evening of August 3 and will expand to Canada, Spain, the Netherlands and additional markets in the following months. Radio Maliboom Boom will be supported in the United States through television and online executions, in addition to public relations elements. The television spots will run nationally. The online executions will be featured on Evite, Pandora, Hulu and USWeekly, among other Web sites.

"Radio Maliboom Boom takes our existing advertising initiative in an exciting new direction," said Ozlem Citci, Malibu Global Brand Director. "Through a fully integrated experience, we're inviting our consumers to become a part of the 'Get Your Island On' crusade - infusing light-hearted fun and vibrant energy into the every day."

The advertising campaign features four thirty second spots, including "Maliboom Boom," "Sunshine," "Shake it" and "Social Responsibility." In the spots, the engaging and energetic radio personalities, DJ Bernhard and MC Wonder Full, broadcast upbeat and vibrant music to the world from the rugged Radio Maliboom Boom studio on a beach in Barbados. The spots also invite consumers to continue the party by tuning in to Radio Maliboom Boom at http://radiomaliboomboom.com/.

The campaign's debut spot, "Sunshine," opens with DJ Bernhard and MC Wonder Full reporting the weather to their listeners. MC Wonder Full calls out a city name, such as New York or Paris, and DJ Bernhard exclaims, "Sunshine!" as he throws a magnetic sun symbol over his shoulder to a world map behind him. Each time the sun hits the board, a glimpse of the city reveals that it is raining. Finally, MC Wonder Full says, "Tokyo?" DJ Bernhard yells, "Sunshine!" and MC Wonder Full quickly responds, "But it is 1 a.m. in Tokyo, Bernhard." The spot culminates with a rooftop party in Tokyo where people are dancing to upbeat and lively Caribbean music while enjoying Malibu cocktails. Despite the late hour, the sun is shining for the partygoers thanks to Radio Maliboom Boom.

A key platform for the new campaign is the online radio station created by Great Works. The Caribbean spirit of the Malibu brand comes to life with 24/7 upbeat music and humorous conversations between DJ Bernhard and MC Wonder Full. Consumers will have access to a streaming music player featuring top Universal music artists, videos featuring the DJs and downloads of e-cards, ringtones and other fun digital applications. The site will be continually refreshed with exciting content including exclusive music tracks, music videos and clips from DJ Bernhard and MC Wonder Full's crusade to spread their Caribbean vibe around the globe.

"The new campaign goes beyond the traditional television spots by creating an experience where consumers can connect with the irreverent, vibrant spirit of the Malibu brand through the engaging personalities of the DJs," said Paul Campbell, Vice President of Marketing for Malibu at Pernod Ricard USA. "We want people to be able to embrace the fun of Malibu in their everyday lives and Radio Maliboom Boom is a perfect way to do this."

About Malibu

Malibu is the original Caribbean rum with natural coconut flavor and the world's favorite, selling 3.7 million cases each year in more than 150 countries. With its beginnings on the island of Barbados, Malibu is perfect for creating cool and refreshing cocktails to help you "Get Your Island On(TM)." The delicious and distinct flavor of Malibu has been honored at several major international spirits competitions, including silver at the 2007 San Francisco World Spirits Competition. Malibu is operated and marketed globally by The Absolut Company, a unit of Pernod Ricard.

About Pernod Ricard USA

Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT Vodka brand from the V&S Group, and Pernod Ricard USA is now the second-leading company in the U.S. by sales value. In addition to ABSOLUT , Pernod Ricard USA's leading brands include such prestigious spirits as The Glenlivet Single Malt Scotch Whisky, Chivas Regal Scotch Whisky, Jameson Irish Whiskey, Seagram's Extra Dry Gin , Beefeater Gin, Plymouth(TM) Gin, Martell Cognac, Malibu flavored Rum, Kahlua Liqueur, Hiram Walker Liqueurs, Pernod and Ricard ; such superior wines as Jacob's Creek and Brancott Estate ; and such exquisite champagnes and sparkling wines as Perrier Jouet Champagne, G.H. Mumm(TM) Champagne and Mumm Napa sparkling wines.

The company is based in Purchase, New York, and has roughly 1,000 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.

Get Your Island On Responsibly

Source: Malibu

CONTACT: Shawn Kelley, Pernod Ricard USA, +1-914-848-4816,
Shawn.Kelley@pernod-ricard-usa.com; Sarah Margulies, The Absolut Company,
+46(0)73-353-49, or +1-646-207-0857, Sarah.Margulies@absolut.com

Web Site: http://www.radiomaliboomboom.com/

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