Malibu / Malibu Sun Lens
Create the global launch campaign for a new summer edition of Malibu.
We knew that the consumers most likely to be excited by the new summer edition would be existing Malibu drinkers. Furthermore, if we could get them to participate in the launch in some way, they would share this excitement among their like-minded friends. The exciting thing about the new summer edition of Malibu, is that the rum itself shines as if the sun has been added to it. We used this as the spark for our creative strategy, to get people to be creative and add the Caribbean sun to whatever they're doing to make it shine.
Our poster, digital and PR activity directed a creatively minded audience to the Malibu Sun Lens mobile app for iOS and Android. It lets the user add the sun to each of their photos, which it then turns into a fun GIF animation, which can be shared on Facebook, Twitter or Tumblr. As GIFs are uploaded, they are automatically stitched into a one, ever-changing animated film set to a soundtrack by Rizzle Kicks for the world to see. The unique look to the GIF animations was achieved through collaboration with celebrated photographer Cass Bird. The use of sunlight with her subjects has always been a central theme of her work. She says “It was a really enjoyable and collaborative approach. I shared my experience of working with the sun and sunshine using different lenses with the team at AnalogFolk. It was great seeing how the developers worked with my direction to create the finished app”. Cass even used the Malibu Sun Lens to shoot an GIF animated short film to inspire budding mobile photographers.
Over 50,000 app downloads, thousands more GIFs created and 5 star ratings from several hundred reviews in the iOS app store and Android marketplace. Based on the success of the launch, the campaign is being rolled out to 6 other global markets.
Our target audience already use photo apps to be creative with their phones, but there arenʼt many options out there to easily create great-looking GIF animations. We built the Malibu Sun Lens app to be a part of our consumers lives beyond the life-span of our global summer campaign
Roberto Fiorello, Marketing Manager at Malibu Rum