Malibu
Pink

The Consumer Challenge

“Pre-drinks with the girls are about bonding and letting loose. Malibu feels a little too chilled for that energy.”

The Strategy

Claim a higher-energy pre-drinks space by giving women a Malibu that shows up when the vibe turns up. By launching Malibu Pink – which taps into a booming, on-trend category already proven to excite – we unlocked new occasions, new drinkers, and incremental growth for the brand.

The Idea

Pink isn’t just a colour, it’s a state of mind. Unapologetically female. Loud, lively, and free. Malibu Pink is The Official Color of Summer: a bold, refreshing taste made for high-energy pre-drinks and big nights ahead.