""It's important for us to connect with Zillennials," Caroline Begley, Pernod Ricard's vice president of marketing, emphasizes the need to engage younger consumers. "Malibu has been around for decades, but it's always important to introduce new consumers to the brand.""
"Alcohol brands like Malibu were previously absent from TikTok, but stronger age-gating protocols have allowed for greater experimentation on the platform, ensuring content reaches legal-age users."
"The growing popularity of TikTok, with 40% of U.S. adults active and 80% over the age of 21, has opened new avenues for brands to connect with consumers."
"Boozy TikTok campaigns have proliferated, with brands like Grey Goose and Espolòn Tequila creating content to engage the Gen Z audience that dominates cultural trends."
Malibu's "Get Ready With Malibu Pink" campaign marks its first significant foray into TikTok, utilizing influencer partnerships and trendy video formats. The campaign promotes a new flavored rum with guava, coconut, and pineapple. TikTok's improved age-gating protocols have made it feasible for alcohol brands to engage with users legally. The platform's popularity among adults, particularly Zillennials, is crucial for brands like Malibu to attract new consumers and remain relevant in a competitive market.
Read at Fast Company
Unable to calculate read time
Collection
[
|
...
]