Malibu
Malibu, the iconic **Pernod Ricard** brand, has built its success on a bold and unconventional communication style. However, beyond the classic cool, beach, reggae, and relax vibe, it lacked a deeper connection with young adults.
To stay relevant and engaging, Malibu needed to reclaim its impact, originality, and humor—essential ingredients to attract the 18-25 age group, for whom it remains the leading alcohol brand.