Gender roles be damned—
delicious cocktails are for everyone.

In order to avoid seeming unmanly, many men tend to need permission to enjoy perfectly enjoyable things, like Malibu Rum. So, just in time for spring break, we introduced the Malibro: a dude who loves the taste of Malibu and isn’t threatened by the narrow social rules surrounding delicious fruity drinks.

Our three week-long campaign helped increased the brand’s profits by 4.3% for the year alone and saw 10.6MM impressions and a 58.10% video completion rate (compared to industry average of 10-15% for videos > 50 sec).

WINNER, BEST USE OF VIDEO IN A SEARCH CAMPAIGN 2016 U.S. Search Awards.