Laptop
Tablet
Phone

Client

Malibu Black

Campaign

Atrévete a Probar el Lado Oscuro

Elements

Event Activation

Point-Of-Purchase

Sampling & Merchandising

Public Relations

Case Study

Malibu Rum partnered with Axis to develop an integrated marketing program for the Hispanic launch of Malibu Black. The thematic campaign "Atrévete a Probar el Lado Oscuro" (Dare to Try the Dark Side) was created with Día de los Muertos activations to introduce Malibu Black in key multicultural markets.

The program was activated in Los Angeles and Houston and included: strategy and planning, creative design & development, POS & premiums, sampling: drink strategy, venue recommendations, on-site entertainment and branding, radio remotes, and PR (where allowed by law).