Malibu Rum begins mobile bar promotion
Corby Spirit and Wine of Toronto has begun a campaign in that city in support of its Malibu Rum brand. The campaign, called “Island in the 6ix,” makes use of a branded truck that has been modified to resemble a beach bar, incorporating a bamboo roof, surfboards, towels and sand. The vehicle will visit several high-traffic areas in the Toronto area over seven days. Promotional workers will distribute samples of the product and branded merchandise. Consumers will also be invited to pose for photographs in front of a photo wall, and to post these images to social media sites. The campaign was developed by Havas Media, in association with Grassroots Advertising.