Malibutique returns with new brand partners

Malibu’s hotly anticipated summer campaign, Malibutique, is kicking off its third summer in style after revealing ALL new brand partners.

Malibutique, the hotly anticipated fashion and beauty experience, created by Pernod Ricard  UK in conjunction with specialist partnership agency Cherry London, will be brought to life with all new partnerships with ASOS, Nails inc, TONI&GUY, Look Magazine, and Slug & Lettuce to ensure this year’s event is the best yet.

The larger-than-life pop-up dressing room, which is touring across the country, will offer customers styling tips and fashion advice from ASOS whilst showcasing its bespoke Malibu-inspired summer range, one-to-one consultations with TONI&GUY stylists, complimentary mini-manicures by Nails inc’s technicians, as well as sampling bespoke cocktails created by Malibu’s talented mixologists.

The campaign incorporates a 12-week media campaign in key female publications, an ASOS digital hub, online partner competitions and double-page advertorials in the ASOS magazine, mini magazine insert and advertorials in Look Magazine, in-salon sampling, PR coverage in key fashion and beauty titles, and the creation of a special edition ‘Mali Woo –Woo’ Nails inc polish.

Tamara Gillan, founder and CEO of Cherry London, says: “Malibutique has proved to be a great example of how a simple concept can be transformed into a compelling multiplatform partnership campaign with longevity and fantastic results.  Not only has the campaign engaged the difficult to reach audience of 18-34 women, but dramatically shifted their brand perceptions and boosted sales.

“We’re thrilled ASOS has come on board for this year’s event.  Bringing ASOS to the high street along with Nails inc and TONI&GUY, in addition to the digital activity, will connect a record 29 million customers with the Malibu brand.

“Last year’s campaign was a huge success, attracting 15,000 consumers to the pop-up boutiques in Cardiff, Liverpool and Birmingham; we’re confident this year’s Malibutique will engage even more customers.”

Patrick Venning, marketing director at Pernod Ricard UK: “Our research has shown that the ‘getting ready’ part of a girl’s night out is often as much fun as the night out itself and this is what Malibutique is all about.

“Together with Cherry London, we developed this concept into a premium brand experience that showcases Malibu’s versatility to our target audience.”

Kate Whitlock, head of commercial at ASOS, says: “Being a part of the highly successful Malibutique summer campaign is a great way for us to get face-to-face with our customers in a relevant and interactive way – we’re really excited about teaming up with Malibu, Nails inc, TONI&GUY and Look Magazine.”

Malibutique launched on 6th June in Liverpool Paradise Place (6-9 June) and will be hitting London Westfield Stratford (11-14 July), Birmingham Bullring (25-28 Jul) and finally Manchester Exchange Square (23-26 Aug).