Malibu is launching a global brand refresh, spearheaded by a sun-soaked film from director Dave Meyers, encouraging everyone to “Do Whatever Tastes Good.”

“Malibu knows that summer is a time when people feel most free to do the things they love and enjoy carefree fun. With our new campaign, Welcome to Malibu, we’re embracing that energy and encouraging our fans to do the same,” said Pam Forbus, SVP, Chief Marketing Officer Pernod Ricard North America.

“We look forward to welcoming consumers into our world and showing them that when you just add Malibu, you can do whatever tastes good – anytime, anywhere.”

This global campaign, created with Wieden+Kennedy London, encourages consumers to live with the summer mindset all year round, wherever they are. Whether that’s sipping a piña colada in the summer while enjoying music, or mixing Malibu and sparkling wine at a holiday party, Malibu says: “Do Whatever Tastes Good.”

The spot, “Welcome to Malibu,” takes viewers into the world of Malibu on “Coco” – the coconut horse, where they find a hyperreal, inclusive space where everyone is doing what they want, when they want, with Malibu’s summer vibe shining out across all seasons.

Directed by Dave Meyers, famed for his genre-defining music videos, the new campaign will launch across all key markets including the US and Europe. Produced by RadicalMedia and soundtracked by a rap cover of a pop classic, the creative will be supported by an integrated campaign across online, digital, out-of-home and in-store. The brand refresh will also be on social channels, with an extensive range of assets including AV, GIFs, stickers and behind-the-scenes content.

In the US, Malibu recently launched new Cocktails in a Can flavors Pineapple Bay Breeze and Watermelon Mojito, joining the previously available Piña Colada and Strawberry Daiquiri cans. The new cans will be available nationwide in 12oz cans and have an ABV of 7%.

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