Malibu is on a mission to become a truly global brand following what it describes as “exceptional” growth under lockdown, which it attributes to its “consistent” approach to marketing and capitalising on key consumer trends.
“The words consistency and distinctiveness are sometimes forgotten these days when it comes to marketing,” Malibu’s marketing vice-president, Johan Radojewski, tells Marketing Week.
“For the past five years, we’ve been really trying to hammer our summer strategy home. What we started seeing during the last year before Covid was that focus really starting to pay off.”
Part of the strategy was to use influencers to create “very relevant content” across the world, which then tapped into consumer trends among its core Gen Z and millennial audience.
“We have in the last five years gone all-in to influencer marketing,” adds Radojewski. While campaigns with heavy influencer reliance might seem like a “blast from the past” or a bit dated to other marketers, he says it’s a strategy that works for connecting to Malibu’s social media versed customers.
The marketing playbook for this brand is so clear; we are set up for conquering new markets.
Johan Radojewski, Malibu
But this strategy was completely “turned upside down” when the pandemic closed-off economies across the globe.
A key element of the activity was the ‘Malibu Games’, an event it launched in 2018, during which celebrities and influencers from multiple…