• by Teresa Buyikian , Yesterday

Malibu Rum’s latest offering adds a dose of pink to the get-ready-with-me preparty cocktail.

The brand has launched Malibu Pink, a pink-hued rum-based spirit described as containing notes of guava, coconut and pineapple.

Popular Tik Tocker and comedian Sabrina Brier has teamed up-with the brand to promote the pastel offering in a new “Get Ready with Malibu Pink” campaign, running across socials. The effort taps into  popular viral GRWM videos, where influencers chronicle their outfit selections and makeup and skin-care regimens for viewers. In one execution, seen here, a bottle of Malibu Pink is seen in a bathroom “getting ready” to go out for the night when Brier reaches into the frame to grab the bottle and a drink before going “out-out” herself.

“Malibu Pink has brought the fun back to the rum aisle. We're injecting that same energy into the getting ready moment, adding a new flair to a ritual that has become a staple in Genzennial culture,” said Caroline Begley, vice president of marketing, Pernod Ricard USA, in a press release.

Malibu has also partnered with lifestyle company LoveShackFancy, known for its pink-infused floral esthetic in apparel, beauty and home products. The two brands will curate a series of live activations and social content.

The campaign kicks off with Malibu Pink Pina Coladas.at the upcoming Stagecoach Country Music Festival in Indio, California, the weekend of April 24-26. The brand will also promote its Malibu & Dole ready-to-drink cocktails at additional festivals such as Rolling Loud in Orlando, The Governors Ball Music Festival in New York City, and the Day Trip Festival in Long Beach, California.