To increase the on-trade (bars, clubs, restaurants) engagement with National Pina Colada Day and drive permanent listings for Malibu, our nationwide social media ‘#pimpedcolada’ competition pitted bartenders against each to create the most imaginative Pina Colada!

To increase the on-trade (bars, clubs, restaurants) engagement with National Pina Colada Day and drive permanent listings for Malibu, our nationwide social media ‘#pimpedcolada’ competition pitted bartenders against each to create the most imaginative Pina Colada!

Malibu campaign ambassadors including JJ Goodman (The London Cocktail Club), Ali Reynolds (Hawksmoor Spitalfields), Sam Fish (MOJO Bar), Mike Aikman (Bramble), Si Taylor (81 Ltd) and Pabsy (Liars Lounge, Cain n Grain) all participated, kicking off the competition on social media. The competition is live until National Pina Colada Day on 10th July and images and entertaining videos have already been streamed across a mix of platforms including Instagram, You Tube, Twitter and Facebook, featuring the ‘Custard Colada’, Pina Colada ice lollies, Banana Dolphin and Pineapple Parrot garnishes. Winners will join Malibu for a trip to Bestival with access to the VIP Lucky Cat bar.

The competition was launched through an integrated earned and paid trade media campaign, with our team already beating their editorial KPIs for announcement coverage. Our eyecatching ads in leading trade titles also ensured prominent stand out to maximise competition entrants.

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