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Malibu and R&B singer, songwriter and actor Ne-Yo have formed a long-term partnership to unveil Malibu Red, which will launch in March 2012. Malibu Red is a 70-proof blend of Caribbean coconut rum and silver tequila packaged in a silver and red bottle.
As the creative force of Malibu Red, Ne-Yo has been working closely with the brand to create an experience that weaves a narrative around the smooth taste of Malibu fused together with the fiery taste of tequila, the company says. The story of Malibu Red will unfold through exclusive music, performances, video and digital conversations.
“From music to film and everything in between, Malibu and I have been working behind-the-scenes to create a rich experience for Malibu Red that allows me to naturally bring my story telling, acting, singing and dancing to the table,” Ne-Yo said in a statement. “Beginning with its smooth and fiery flavor fusion, through branded content, we will bring Malibu Red to life in a way that invites consumers to be creatively inspired by what is possible when you’re out with friends, ready for that night you’ll never forget.”
“Malibu Red is not just another celebrity-endorsed product,” said Ian Crystal, global marketing director for Malibu, in a statement. “Turning the term partnership on its head, Ne-Yo has really served as the creative director of Malibu Red from beginning to end, lending his ‘smooth’ talents and creative vision to create a product experience — from flavor to film — that will push boundaries in the spirits category.”
Malibu Red was designed to encourage year-round consumption of the Malibu brand and use on new occasions. The brand will be supported by one of the Malibu’s largest global marketing initiatives, featuring TV, print, online and out-of-home advertising, digital and exclusive multi-media content, public relations, events, on- and off-premise sampling, point-of-sale merchandise and more. Available on-premise and off-premise, Malibu Red will retail at a premium to Malibu; it is designated to take the Malibu drinking occasion into nightclubs and high-energy accounts, the company says.
Malibu and Ne-Yo completed a commercial shoot in Spain that will provide a variety of brand assets from videos and short films to behind-the-scenes images. The shoot charts Ne-Yo’s creative interpretation of the product and its development. To round out the entertainment element of the campaign, Malibu Red also will be sponsoring Ne-Yo’s concert tour in 2012.