Malibu® Inspires Fans to go Coconuts for 101 Days of Because Summer

The brand is encouraging fans to engage in unexpected and spontaneous activities via new, unique and innovative partnerships all season long, #BecauseSummer

News provided by

Pernod Ricard USA

Jun 01, 2017, 09:10 ET

NEW YORK, June 1, 2017 /PRNewswire/ -- Malibu, the rum with coconut liqueur, is officially kicking off their 101 Days of Because Summer campaign, where the brand will share original, aspiring content everyday throughout the 101 days of summer via its digital and social channels. The content encourages fans to participate in new and exciting experiences to help them live their most spontaneous, carefree, easygoing selves throughout the entirety of the summer.

NEW YORK, NY - MAY 31: Snakehips kicked-off Malibu Rum’s 101 Days of #BecauseSummer at New York City hot-spot, Tiki Tabu, with a surprise performance. (Photo by Paul Zimmerman/Getty Images for Malibu Rum)

The 101 Days of Because Summer debuted on Friday, May 26 with an unexpected, comedic slow motion video starring pop-culture icon The Fat Jewish. The video inspired #BecauseSummer moments in a storyline that prioritized fun and revealed an unexpected adventure, all with a Malibu cocktail in hand. Check out the full video here.

"As the spirit of the summer, we are excited to share 101 unique pieces of content via the Malibu digital and social channels for every day of the traditional summer season from Memorial Day weekend through Labor Day," said Daniel R. Clarke, Brand Director USA, Malibu Rum, Pernod Ricard USA. "Through our 101 Days of Because Summer campaign, Malibu has embraced consumers' carefree summer mentality to disseminate inspirational content that challenges fans to live every day to the fullest and discover new and fun experiences by sharing their own #BecauseSummer moments all season long."

In addition to Malibu's 101 Days of Because Summer, the brand has also partnered with one of the hottest music artists, Snakehips, alongside vibrant social influencers and engaging digital partners, to show fans what a Malibu-inspired summer entails.

Get inspired with #BecauseSummer moments all season long by following along as Malibu:

Started Summer Right with a Malibu Party
Waiting for the official start of summer can be a drag. Last night, Malibu celebrated the start of 101 Days Because Summer alongside 150 consumers and influencers in New York City with a summer kickoff party and surprise performance by Snakehips to get fans excited about the highly anticipated season.

"It was awesome to surprise all the guests with our performance and kick off the summer with Malibu's 101 Days of Because Summer campaign," said Oliver Lee and James Carter of Snakehips. "We share our #BecauseSummer moments every day, and look at each day as an opportunity to keep chill and live that carefree summer mentality."

Celebrates Summer with the Malibu Summer Squad
Malibu has partnered with 19 social superstars to inspire fans to live their own 101 Days of Because Summer with Malibu moments by inspiring twists on traditional summer activities. Follow along #BecauseSummer on Instagram, Facebook and Twitter to see their journey.

Continues the Fun at Malibu® Rum Beach House
Fans can once again celebrate summer at the Malibu® Rum Beach House at eight music festivals nationwide. The Beach House is a custom-built pop-up that looks and feels like an actual beach house with a large viewing space and patio, cocktails and exclusive brand experiences such as custom Snapchat filters, seasonal cocktails served in fresh coconuts and an interactive coconut photo station with tropical and Malibu-inspired props.

Find the Malibu® Rum Beach House activating at eight top festivals including Tortuga, Stagecoach, Hangout, Neon Desert, Firefly, Faster Horses, LouFest and Route 91.

Gives Back with the EarthWatch Partnership
Malibu is dedicated to conserving the dwindling sea turtle population. By teaming up with EarthWatch, a nonprofit organization, the brand is helping protect sea turtles' homes and habitats. For every photo that fans post on social channels and tag their favorite place to party using the hashtag #HumanPartyAnimals, Malibu will donate $5 toward the charitable program with a goal of reaching $100,000 by the end of the year. Stay tuned on June 16^th for a global video highlighting Malibu's work with the organization. Because after all, every animal needs a place to party.

Connects with Consumers Across Digital and Social Platforms
To keep the summer fun flowing on social channels all summer long, Malibu is releasing limited-edition Snapchat filters, lens, geo-filters and Snapcodes for those 21+ years old. Celebrate 101 Days of Because Summer with Malibu on Snapchat in the following ways –

Consumers celebrated the launch of the 101 Days of Because Summer with The Fat Jewish on May 26^th with a custom filter that included a Bitmoji of the Fat Jewish himself, inspiring consumers around the U.S. to recreate their own slow motion beach runs.
Sip easy and shake up a (digital) Pina Colada to celebrate National Pina Colada Day with a national lens on July 10^th.
On August 11^th, Malibu will release a Black Moon filter to celebrate the most epic solar eclipse in 99 years because when will be the next time to enjoy sunset cocktails twice in one day?
Festival goers can also join the fun with signature geo-filters at five top music festivals including Tortuga, Stagecoach, Neon Desert, Hangout and Route 91.
Be among the first to access Malibu's fun summer filters and lenses with an exclusive Snapcode, available at the Malibu® Rum Beach House and participating bars throughout the summer.

Follow @MalibuRumUS all season-long for more information on how Malibu is delivering #BecauseSummer experiences, events and partnerships throughout the 101 Days of Summer and toasting to summer moments with signature cocktails by visiting MalibuRumDrinks.com.

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs a workforce of approximately 18,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI).

The company's leading spirits and wines include such prestigious brands as Absolut® Vodka, Tequila Avión®, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa®, Aberlour Single Malt Scotch, Olmeca Altos™, Beefeater® Gin, Lot No. 40™ and Pike Creek®, Midleton®, Paddy®, Powers®, Redbreast®, Plymouth®, Seagram's® Extra Dry Gin®, Martell® Cognac, Lillet®, Hiram Walker®, Pernod®, Ricard®; and such superior wines as Kenwood Vineyards®, Brancott Estate®, Campo Viejo®, Graffigna® and Jacob's Creek®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in Purchase, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and in moderation. For more information, please visit: www.responsibility.org.

SIP EASY. ENJOY MALIBU RESPONSIBLY.

SOURCE Pernod Ricard USA