Malibu Rum has tapped Sabrina Brier,
the substitute teacher from “Abbot Elementary,” to promote its latest cocktail, Malibu Pink, a rum-based spirit that adds guava, coconut and pineapple.
The new "Get Ready With
Malibu Pink" campaign from Wieden + Kennedy is light and breezy, directed by Julita Conde. The #GRWM (Get Ready With Me) content runs on TikTok, YouTube and Instagram. In the spot, the
comedian-influencer's mirror selfies and outfit reveals are designed to connect with her fans.
“We took one look at Pink and thought Sabrina would bring the vibe to a night out. So we
tapped into the social GRWM trend. She was the perfect pal for Pink and her fit checks — who wouldn't want to go out-out with those two?” Philippa Beaumont, group creative director,
Wieden+Kennedy, told Agency Daily.
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The liquor brand is also partnering with LoveShackFancy, a New York-based lifestyle apparel brand that favors floral prints and pastel colors. The
two will share live experiences and social moments. The focus is the energy and excitement shared with friends before you step out the door.
The brand's hard launch is slated for Stagecoach,
California's country-music festival, on April 24. Malibu Pink joins the company's portfolio of Malibu & Dole Ready-To-Drink Cocktails.
Carolyn Begley, vice president of marketing Pernod
Ricard, which owns Malibu Rum, said: “Malibu Pink has brought the fun back to the rum aisle.”