July 10 has been declared National Piña Colada Day, supported by a major on-trade campaign for coconut rum Malibu.
Build-up to the celebration of the classic cocktail will begin in the consumer media on June 30, culminating in special offers and parties in bars across the UK on the day itself.
To drive trial and awareness of the celebration, Malibu will be offering a free Piña Colada voucher to all Metro readers nationwide on July 10 to be redeemed at a selection of Young’s and Geronimo Inns pubs and at Be at One cocktail bars, as well as a number of independent bars across the UK.
Consumers will be able to visit Malibu’s National Piña Colada Day hub at www.malibubestsummerever.co.uk/pinacolada to find the locations of all participating venues.
Malibu distributor Pernod Ricard UK is encouraging the rest of the on-trade to join in with the celebrations by hosting their own National Piña Colada Day party on July 10.
The brand is developing special kits, including posters, bunting, tent cards and coconut cups, to help bars, pubs and clubs with their preparations.
To engage online consumers, Malibu is also launching a Piña Colada Cocktail Mixing game which asks fans to guess the ingredients needed for the iconic cocktail in order to unlock a voucher.
To help them, they can view the how-to videos on the Malibu, Spotify and Vevo Piña Colada hubs. To further get them in the mood, Vevo will have Piña Colada-inspired playlists designed especially for the occasion.
Malibu will also be running an out-of-home advertising programme to get people in London behind the campaign while driving trial of the drink in bars across the capital.
This will include vinyl wraps of high-footfall bus shelters close to participating bars in London running from June 30 to July 10.
On July 10 itself, the advertising will be visible in key London commuter areas during peak commuter times, encouraging people to celebrate National Piña Colada Day with Malibu by picking up a Metro to receive the free Piña Colada voucher.
Adam Boita, marketing controller for Pernod Ricard UK, said: “This classic cocktail is rooted in Malibu’s history and, as the fourth best-selling cocktail in mainstream bars, we are really excited to be getting behind National Piña Colada Day.
“The Piña Colada is Malibu’s signature serve and so National Piña Colada Day provides the perfect opportunity for us to engage on-trade retailers with tailored activity that will help them to rediscover one of the world’s favourite cocktails, kickstart the summer by capturing the essence of the happy holiday vibe and boost sales at this key time of year.”
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