MALIBU BY SHOESUP by The Brand Union Paris for Malibu

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Industry Rum
Media Design & Branding
Market France
Agency The Brand Union Paris
Executive Creative Director Kheireddine Sidhoum
Released November 2009

Credits & Description

Category: Alcoholic Drinks
Advertiser: RICARD
Product/Service: MALIBU RUM
Date of First Appearance: Dec 1 2009 12:00AM
Executive Creative Director: Kheireddine Sidhoum (The Brand Union Paris)
Account Director: Guillaume Noire (The Brand Union Paris)
Production Manager: Véronique Le Roux (The Brand Union Paris)
Associate Director: Nicolas Guthart (WAF/ShoesUp)
Associate Director: Regis Morales (WAF/ShoesUp)
Media placement: Ltd Edition Shoe Box + 2 Bottles - Colette Paris - 12-2009

Describe the challenges and key objectives
Improve Malibu's visibility in an unexpected way. To be able to renew our approach in a very buzzy/busy environement. Strenghten the relevance of the brand among the target audience.

Describe the brief from the client

Following a global worldwide rebranding (packaging, brand world guidelines...) capitalising on the unique and iconic white bottle, The Brand Union Paris, together with Ricard has been activating Malibu on french market through street art design for now 3 years. 2008, was all about Street artist collaboration (James Jarvis, Delta, SoMe) for a succesful ultra limited edition botlles series at Colette. 2009, we had to find refreshing approach to enchor the brand into this aspirational universe even stronger.

Describe how you arrived at the final design
The iconic Malibu liquor bottle is now given a makeover by three magazines. Each publication showcased exceptional creativity, uniqueness and expertise: Vice, Clark Magazine and Shoes Up. Shoesing Malibu ... In a kind of 'white label' approach, unexpected and surprising, the Shoes Up campaign was realised with a shoelace design complete with matching “shoe” box, which captured all attention at the colette store where the 100 exemplary ran very quickly out of stock.

Give some indication of how successful the outcome was in the market
Artist, Journalist, PR, trendsetters, blogers party all together at Colette in a memorable launch ... still in 2010 blogs stress the uniqueness of this proposition.