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06.2009

Massachusetts Beverage Business

archivedBrandNews

MALIBU ISLAND MELON

This is the newest flavor to join the Malibu family which includes Malibu, Tropical Banana, Mango, Pineapple, and Passion Fruit.  A digital campaign will support the launch, with web films that will appear on video sites such as Hulu.com and Fox.com.  These comedic shorts will be accompanied by traditional web banners.  The bowling-themed videos promote Malibu Island Bowling, a mobile phone application that allows you to bowl “island style” with a melon.  The game will be available online on the Malibu website, as well as other sites including Facebook.  The launch will also be supported with a marketing campaign that will include television, internet and trade advertising.  Additionally, consumer sampling events and a wide range of on- and off-premise POS will be available throughout the summer.  Available in 1.75L, 1L, 75Oml and 5Oml sizes with a retail price of $12.99 for the 75Oml.  Available from United Liquors.

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