Malibu: Back to its Roots
After a boom in the speciality cocktail market in the early 1980s, when Malibu was a huge success, by the mid-1980s the brand began to decline - it was seen as ordinary, particularly for younger drinkers. Objective: to revitalise the Malibu brand. Advertising conveyed a distinct brand personality - sophisticated and aspirational. Media: TV. Results: decline in sales was halted in spite of Malibu maintaining a premium pricing. Improvement in attitude and image of the brand.