The News
Malibu has launched "Get Ready With Malibu Pink," a new campaign featuring the brand's latest product, Malibu Pink—a pink rum with guava, coconut, and pineapple. The campaign is led by Sabrina Brier and aims to blend fashion and flavor in GenZennial culture. The initiative comes as #GRWM content continues to dominate social media.
The Takeaway
- Brand Strategy Shift: Malibu is repositioning itself by tapping into the GRWM (Get Ready With Me) trend, using Sabrina Brier as a relatable figure who embodies both style and fun. This move shows how spirits brands are trying to connect with younger audiences through lifestyle and social media moments.
- Product Innovation Focus: The launch of Malibu Pink highlights a growing trend in the spirits sector where product innovation is not just about taste but also visual appeal and cultural relevance. The pink hue and tropical flavors align with current consumer preferences for vibrant, Instagram-worthy drinks.
- Influencer Marketing Expansion: By collaborating with Sabrina Brier, Malibu is leveraging influencer culture to reach GenZennial consumers who value authenticity and shared experiences. This approach reflects a broader shift in marketing where personal connections and lifestyle content are more influential than traditional ads.
Original Press Release
A sweet new take on #GRWM moments, “Get Ready with Malibu Pink” blends flavor with fashion in a new campaign with Sabrina Brier and a collaboration with LoveShackFancy.
Malibu, the brand that brings summer vibes 365 days a year, is adding a splash of pink to your getting-ready routine with the launch of Get Ready With Malibu Pink. Inspired by its latest product innovation, Malibu Pink—an instantly iconic pink rum-based spirit with notes of guava, coconut, and pineapple—the new campaign adds a sweet touch to the shared getting-ready ritual.
“We know for today’s drinker, aesthetic is just as important as flavor, and Malibu Pink delivers on that with a product that brings the vibes as much as it does great taste,” said Caroline Begley, Vice President of Marketing, Pernod Ricard USA. “Malibu Pink has brought the fun back to the rum aisle. Now, we’re injecting that same energy into the getting-ready moment, adding a new flair to a ritual that has become a staple in Genzennial culture.”
Serving pink sips and bestie energy, Malibu has tapped Sabrina Brier, the friend you actually want to get ready with, as the ultimate personification of Malibu Pink. As the starring face in the new campaign, Sabrina brings a wave of pink to social feeds with GRWM moments, all with Malibu Pink’s signature Pink Lemonade in hand. Get Ready With Malibu Pink launches as #GRWM content continues to dominate social feeds. Blending mirror selfies and outfit reveals with the rise of pre-party gatherings, Malibu Pink deepens connection and community starting before you go “out out.”
“The best part of going out is getting ready, and Malibu Pink fits so perfectly into that ritual,” said comedian and influencer Sabrina Brier. “Those are the moments that you remember with your besties, and when the night out makes it out of the group chat, a Malibu Pink Lemonade sets the perfect tone with fun and tropical flavor.”
This spring and summer, to elevate the #GRWM moment to the #GetReadyWithPink moment, Malibu is collaborating with LoveShackFancy in a partnership united by a shared love of community, unapologetic confidence, and all things pink. The two pink icons will come together, through a series of live experiences and curated social moments, to transform the getting-ready ritual into a feel-good experience. The collaboration brings together the essentials of the ultimate getting-ready moment—dreamy style and bold, playful flavor—transforming the pre-game into a curated moment of self-expression, friendship, and celebration designed to be shared.
“Getting ready has always been about so much more than what you wear. It’s the energy, the excitement, the memories you create with your friends before you step out the door,” said Rebecca Cohen, Founder of LoveShackFancy. “Partnering with Malibu felt like such a natural extension of that feeling. We both celebrate confidence, color, and community, and together we’re making those moments even more special.”
Get Ready With Malibu Pink hard launches at Stagecoach, California’s Country Music Festival in Indio, CA. Get Stagecoach ready with a pre-festival Malibu Pink shot, then saddle up for a neon disco-inspired good time at Malibu’s Stagecoach activation (located across from Mustang Stage presented by Boot Barn), complete with Malibu Pink Pina Coladas to cheers as you ride into the desert sunset. Malibu & Dole Ready-to-Drink Cocktails can also be found on the festival circuit this summer, including Stagecoach in Indio, CA; Rolling Loud in Orlando, FL; The Governors Ball Music Festival in New York; and Day Trip Festival in Long Beach, CA.
Malibu Pink is delicious in simple serves like Malibu Pink & Lemonade, Malibu Pink & Soda, or enjoyed as a shot—perfect for adding a pink twist on summer classics like the Malibu Pink Spritz and Malibu Pink Colada, and even for dreaming up your own creations. Grab a bottle of Malibu Pink, gather your besties, and show us how you #GetReadyWithPink with @MalibuDrinksUS. Visit MalibuDrinks.com for more #GetReadyWithPink inspiration.
Source: BevNET