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09.2009

Massachusetts Beverage Business

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archivedPromotions

MALIBU RUM

is running a global ad campaign, Radio Maliboom Boom, as part of its ongoing “Get Your Island On” crusade.  The new effort brings the Caribbean spirit of Malibu to life with upbeat music and entertaining DJ personalities spreading their island vibe.  Radio Maliboom Boom will be supported through television and online executions, in addition to public relations elements.  The television spots will run nationally.  The online executions will be featured on Evite, Pandora, Hulu, and USWeekly, among other websites.  The ad campaign features four thirty-second spots, including “Maliboom Boom”, “Sunshine”, “Shake it”, and “Social Responsibility”.  In the spots, the radio personalities, DJ Bernhard and MC Wonder Full, broadcast upbeat music from the rugged Radio Maliboom Boom studio on a beach in Barbados.  The spots also invite consumers to continue the party by tuning in to radiomaliboomboom.com.  A key platform for the new campaign is the online radio station which will run 24/7 featuring upbeat music and humorous conversations between DJ Bernhard and MC Wonder Full.  Consumers will have access to a streaming music player featuring top Universal music artists, videos featuring the DJs and downloads of e-cards, ringtones and other fun digital applications.  The site will be continually refreshed new content including exclusive music tracks, music videos and clips from DJ Bernhard and MC Wonder Full’s crusade to spread their Caribbean vibe around the globe.

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