Pernod’s Malibu Red Leverages Ne-Yo Relationship
Grammy Award-winning artist Ne-Yo is more than a spokesperson for Malibu Red, a relatively new offering in the Malibu line. He’s the creative director who has been hands-on in developing the drink. So, to further leverage this relationship, the brand created a six-city concert program called “A Night with Ne-Yo.” The artist helped promote each market’s event by promoting that city’s custom hashtag (for instance: #MalibuRedCHI, in Chicago) on Instagram and Twitter. He also did television and radio appearances where consumers had the chance to win free tickets by tuning in.
In each market, Ne-Yo hosted bottle signings at a number of retail locations, giving tradespeople that work directly with the product an opportunity to meet him in person. In addition, he hosted a private dinner for select distributors and retailers to boost complacent markets. In addition to fans, club owners, promoters, bartenders, djs, distributors and retailers in each market were given the opportunity to attend the event, all individuals that might have known about the partnership, but didn’t know how deep that partnership went. The concerts were at clubs completely revamped and fully stocked with Malibu products and a Ne-Yo-designed cocktail offering.
The platform helped foster lasting relationships with the local sales teams and the hosting accounts, which led to product placement at two new accounts. The tour generated 14.5 million media impressions through the placements of four TV broadcast segments across the markets, and six national radio placements.