MALIBU RUM ADVERTISES IN CANADA FOR FIRST TIME
By Adnews Staff
A television campaign for Malibu coconut rum began yesterday. This is the first time television has been used to advertise Malibu in Canada. The $1 million campaign was created by J. Walter Thompson in the United Kingdom. Called "Parking," the ad shows a family arguing over the best way to park their fishing boat. While they argue the spot is taken by another boat driver. The ad ends with a police officer issuing the family a citation for parking illegally. The tagline is, "Seriously Easy Going." The ad will run on regional and national networks in Ontario, British Columbia, Alberta, Manitoba, Saskatchewan and the Maritimes until the end of August. The advertising is being supported with in-bar activities, sampling and promotional events in liquor stores nationally, and with public relations from Cohn & Wolfe of Toronto. The media buy for the campaign was co-ordinated by Optimedia, also of Toronto. Malibu rum is distributed in Canada by Corby Distilleries.