Wieden+Kennedy has gained a “world model refresh” for Pernod Ricard’s Malibu.

Coconut-flavoured rum model Malibu’s ‘Do no matter tastes good,’ marketing campaign options new methods to drink Malibu, together with cocktails and able to drink serves. ‘Welcome to Malibu’ was directed by Dave Meyers, greatest identified for his music movies.

Malibu VP advertising Johan Radojewski says: “The thrilling factor about this marketing campaign is that it reframes the normal summer season Malibu event from a time and place to a mindset you will discover anytime. By inviting our shoppers to ‘Do No matter Tastes Good’ we’re capturing the spirit of summer season and making it related all yr spherical. Giving our viewers permission to take pleasure in no matter it’s that they like, at any time when they like.”

The Absolut Firm CCO Tad Greenough says: “We knew that Malibu wanted a inventive and strategic step change, and I knew that there was no higher company than W+Okay for this reset. We’re delighted with the marketing campaign and the renewed power and pleasure it would give our model.”