In a move some might see as a little on-the-nose and others might see as a pretty decent fit considering his “Party rocking” reputation, former LMFAO DJ Redfoo (known as Stefan Kendal Gordy to his loved ones) has been named as the brand ambassador for Malibu during the summer 2015 period. The partnership sees Redfoo refer to the coconut flavoured rum in his new single “Where the Sun Goes,” the title track on his new album set for release later this year. The “Malibu with a view” lyric refers to drinking Malibu in the perfect summer setting, and some actually rather tasteful (for a modern pop video that is) product placement appears in the music video for the track to underline the message. The video premiered on the official Rolling Stone website earlier this week and can be seen in all of its gaudy glory below.
Redfoo - Where the Sun Goes ft. Stevie Wonder
The collaboration is part of a unique influencer strategy for Malibu to put the brand at the heart of the conversation around summer. As part of the agreement, Malibu has usage rights for the track within key digital channels and there will also be social media activation around the track focussing on the lyric, which is being touted as a potential tagline for the brand. The social activity is based on the fact that people are increasingly taking pictures of their drinks in summertime settings and posting them on social media. The brand is aiming to leverage this and turn the activity into a major social media event.
Former LMFAO DJ Redfoo has been named as the brand ambassador for Malibu during the summer 2015 period
The partnership with Redfoo complements the “Best Summer Ever” project, Malibu’s current global marketing campaign, which is summerised quite adequately in the video below. The project follows four young, creative YouTubers as they travel the world together, uncovering the ingredients that go into the perfect summer. These young explorers will tour Europe and the US, throwing themselves into experiences with the aim of offering their fans real and inspiring pieces of advice. Redfoo will feature in the content series and also provide additional film content through performances and interviews. The artist will also create an hour-long bespoke summer mix for the brand, as part of the Malibu Mixcloud series.
The A to Z of Summer - #BestSummerEver
To celebrate this unholy union (it’s actually pretty catchy and it features Stevie Wonder, but that doesn’t stop us hating ourselves), AnalogFolk has taken care of creative activation for the work, and has built a strategic partnership with Malibu around the campaign development. AnalogFolk strategy director Neil Bennet, said: “We want to make Malibu a global icon of summer, and so with this partnership we've built a unique influencer led strategy that we think will engage with the brand's target audience in a truly authentic way.” Malibu global marketing manager of content Sina Neubrandt, added: “Our ambition is for Malibu to become the most talked about spirit brand during the summer. This unique partnership with Redfoo is a fantastic fit for the brand and builds upon the Best Summer Ever Project, as we aim to create a positive social phenomenon this summer.”
AnalogFolk has taken care of creative activation for the work, and has built a strategic partnership with Malibu around the campaign development
