Malibu Rum may conjure the typical Caribbean image of palm trees and tiki huts. But for the launch of new low-calorie Malibu Island Spiced Rum, the brand sought to create an image befitting of a hip beach scene like Miami or the Hamptons, to reach a more stylish young female consumer. The brand invited 410 influencers from the blog and fashion world, including brand spokesperson Lauren Conrad, a fashion designer of reality TV fame, to the chic Dream Downtown Hotel on May 7 for an evening sampling party in the rooftop bar.
Arriving guests walked a golden carpet and posed against a step-and-repeat featuring a custom-built backdrop of real palm fronds. Staff circulated trays of Island Spiced-inspired cocktails as dj Harley Viera Newton spun beats through the night. Experiences included a braid bar where stylists from the famed John Barrett Salon in New York City offered a selection of more than 60 braid styles for guests to choose from. Pairs of photographers circled the room to capture candids. By signing in on a tablet, guests could post their image to Facebook or email it to themselves. They could also contribute to an Instaprint Wall, where by posting an image to Instagram with the #IslandSpiced hashtag, they received a print out to paste up and take home.
“The event needed to attract and create a compelling experience for the modern, stylish woman who wants to go out dancing with her friends, but likes to stay light on her feet without sacrificing flavor,” Mara Washington, senior brand manager for Malibu at Pernod Ricard USA, told Buzz. Agency: Grow Marketing, San Francisco.