Last night in London kilts and headdresses collided as two very distinct worlds united. It’s hard to imagine there has ever been a more amusingly incongruous marriage than Scotland and Brazil. Certainly the marketing minds behind Ballantine’s Brasil have been having fun with the idea. The launch's accompanying cocktail creations include the Highland Samba and the Glen Coco.
The global launch, which has been scheduled for March 2012, is aimed at expanding Malibu into "year-round” consumption and new drinking "occasions”.
According to Pernod, Ne-Yo is the ‘creative force’ behind the 35% abv (70 proof) Malibu Red.
Ian Crystal, global marketing director, Malibu, said: “Malibu Red is not just another celebrity-endorsed product.
“Turning the term ‘partnership’ on its head, Ne-Yo has really served as the creative director of Malibu Red from beginning to end – lending his ‘smooth’ talents and creative vision to create a product experience - from flavour to film - that will push boundaries in the spirits category.”
The launch will be supported by what Pernod has called “one of the brand’s largest global marketing initiatives” and will feature TV, print, online and ‘out of home’ advertising, digital and exclusive multi-media content, public relations, events, on and off-trade sampling, and point of sale merchandise.
Malibu Red will also be sponsoring Ne-Yo’s concert tour in 2012.