MALIBU UNVEILS NEW CONTEMPORARY DESIGNS ACROSS ITS PORTFOLIO Malibu is getting ready for summer by revealing design, with Malibu palm leaves featured to a refreshing look across its portfolio with a global reflect the essence of the brand’s summer roll-out of a new design for its iconic bottle inspired personality. In addition to new artwork, range and ready-to-drink (RTD) cans. Through the re-designed RTD cans will integrate modern the evolution of its much-loved design and logo, printing techniques that combine glossy and Malibu is seeking to maintain strong brand equity matte finishes. and relevance with millennials, aiming to reinforce These fun and tasty drinks can be enjoyed its quest to become a global icon of summer. on-the-go, or while engaging in spontaneous Created with the consumer in mind, the summer moments with friends. This element new Malibu bottle introduces an updated of the portfolio has a specific strategic input, contemporary logo aiming to expand with a distinct the footprint personality. “The purpose of the new re-design is of Malibu, The Malibu to strengthen Malibu’s position as the growing its brand logo has a equity and in new bigger number one flavored spirit brand” turn recruiting and bolder look consumers who with lifted palm leaves, sunset colors and a are new to the brand, all the while driving the revised horizon. The re-design also sees the frequency of use for occasional Malibu drinkers. introduction of recommended serve images on the Behind the new design of the iconic Malibu bottle back of pack, a first for Malibu, set to enhance is Stockholm-based design agency Brand Union. taste appeal and inspiration for consumers. Dag Forsberg, Lead Designer on the project, Elsa Rafen, Senior Global Brand Manager and points to the close collaboration with Malibu as lead of the re-design project says; “The purpose one of the key drivers in the project: “Together of the new re-design is to strengthen Malibu’s we considered every single aspect of the design, position as the number one flavored spirit optimizing the Malibu brand core assets and brand even further and to make sure that we approaching the overall design with a mindset stay relevant and top of mind amongst a future relevant to the target group. Ultimately resulting generation of consumers – including a more in a fresh, contemporary, bold and confident contemporary look and feel, better visibility in design that allows a spontaneous and joyful e-commerce and future proofing of our bottle personality to shine through”. design for growing use of image recognition The Malibu portfolio re-designs position the brand technology in digital”. as a leader within the flavored spirits category As the most successful RTD range in the Pernod keeping the appeal to a young adult target Ricard portfolio, Malibu ready-to-drink cans are audience, staying relevant and on-trend. Malibu sold in quantities of over 10 million annually. To is able to present its consumers with an attractive boost the sales of this hero product even further, fresh and contemporary look aligned with the the new Malibu RTD cans boast an eye-catching brand vision to become a global icon of summer. The new versions of the re-designed Malibu bottles and RTD cans can be found in-store now. For more information, please contact: [email protected] About about malibu The absolut Malibu is the number one flavored spirit brand globally. As the refreshing taste of summer, company Malibu has sustained 30 years of success and is sold in more than 130 countries worldwide, including the US, UK, France, Germany and The Absolut Company has the worldwide Canada. Malibu owes its unique taste to a responsibility for the production, innovation refined blend of Caribbean rum, coconut flavor and strategic marketing of Absolut Vodka, and high-quality sugar. Malibu, Kahlúa and Our/Vodka. Malibu knows that summer is the time when Absolut Vodka is one of the world’s largest people feel their most free and happy, hence all spirits brands. Every bottle of Absolut Vodka marketing communication from Malibu is focused comes from one source, Åhus in southern on liberating the spirit of summer, helping people Sweden. Malibu is the No.1 rum-based coconut to live the best summer possible. Its product spirit in the world, sold in more than 150 portfolio reflects its mission to help people to countries. Kahlúa coffee liqueur is the world release their “summer selves”, reflecting the leader in its category. laid-back mood of the season #BecauseSummer. The head office is located in Stockholm, The broad product range comprises a range Sweden. Chairman and CEO is Anna of refreshing flavors capturing the essence of Malmhake. summer, including: Malibu Original, the iconic summer drink perfect for creating refreshing The Absolut Company is a part of Pernod summer cocktails; and a selection of ready-to- Ricard, which holds one of the most prestigious drink cans offering fun and refreshing drinks brand portfolios in the sector. on the go, perfect for spontaneous summer moments with friends. Malibu is produced and marketed by The Absolut Company, part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector..