Singer Jax recently released a new version of Rupert Hines’ 1979 single ‘Escape (the Pina Colada Song)’ for a new Malibu campaign. As August is National Rum Month, it’s the perfect time for Malibu, a popular flavored rum brand, to make a splash. But what about the rest of the year? That’s the challenge VP of Marketing Matt Foley is facing. In a recent episode of the Marketer’s Brief podcast, Foley discussed how Malibu’s new campaign, “Do Whatever Tastes Good,” aims to shift the idea of summer from just a season to a mindset, ensuring that Malibu remains relevant year-round.

Foley explained, “‘Do Whatever Tastes Good’ was about understanding and defining what it meant for Malibu to be associated with summer. We wanted to go beyond just being a summer brand and become a brand that embodies the summer mindset, that feeling of taking a vacation, forgetting your worries, and embracing fun and playfulness. That’s where Malibu comes in.”

The “Do Whatever Tastes Good” campaign was part of a global brand reset in 2022, in collaboration with Wieden+Kennedy London. The strategy behind the campaign is to leverage Malibu’s association with sunshine and beaches to remind consumers that they can have those carefree moments at any time, not just during the summer.

Malibu’s rum sales saw a decline of 7.8% in the US in 2022, according to Impact Databank figures reported by Shanken News Daily. However, Malibu’s ready-to-drink cocktails experienced a significant increase of 260% after being introduced in 2021. Foley acknowledged the importance of summer associations for the brand but also emphasized the need to expand beyond being a brand solely associated with that season. He said, “We realized that summer associations are fantastic and important for us. But they can limit us to being a brand that only gets selected for a moment. So, we wanted to play to our strengths and not move away from being associated with summer but further define it and become a brand that can transport people into that moment at any time.”

Another crucial aspect of the Malibu brand is music. This year, they collaborated with singer Jax to record a new version of Rupert Holmes’ 1979 hit, “Escape (the Pina Colada Song).” The song and its accompanying video aim to keep Malibu in the cultural conversation, which is essential for an established brand like Malibu. Additionally, Malibu was involved in a video for another “Escape” remix this summer, by DJ Cassidy and Shaggy featuring Rayvon.

Foley emphasized the importance of staying fresh and buzzworthy as a brand. He stated, “We have a great product, and we’re relevant throughout the year. However, it’s always important to come up with activations like we did this summer to keep the brand fresh and something that people are talking about.”

In conclusion, Malibu’s “Do Whatever Tastes Good” campaign aims to redefine the brand’s association with summer and extend its relevance beyond a single season. By leveraging their equity in sunshine, beaches, and music, Malibu is reminding consumers that they can experience carefree moments at any time. With their new campaign and exciting collaborations with artists like Jax, Malibu continues to stay in the cultural conversation and ensure their brand remains fresh and relevant.