Market was assessed in order to establish which University Student Union arena’s had the best environment to introduce the two new variants.The decision was taken to work with specialist student consultants to book the best Union dates and leverage union PR opportunities.Developed a relevant ‘tongue in cheek’ theme, e.g. ‘I.O.U’ to bring the MALIBU ‘Seriously Exotic’ creative platform to life specifically within the Union environment. Created MALIBU events to deliver a unique and memorable brand experience in 50 student unions (2 nights each).Students were employed as promotional staff to implement the event nights.

No-where else could we find such a concentration of MALIBU®’s target audience. The trick to changing their behaviour was to create a branded environment that reflected their mind-set. Repeating the experience all over again ensured real engagement and memorbility of MALIBU - vital with such a fickle audience.The results achieved include, PR coverage 60 inserts - total readership 1,929,00091,932 attendances / brand engagement (109% of target), trials achieved 110% of target and half price achieved 154% of target, and initial data received indicates that MALIBU is showing 30% uplift on 2004.