NEW YORK – Throughout the month of December, Malibu asked consumers, age 21 and older, to vote for the flavor they would choose to become the newest addition to Malibu’s vibrant flavor portfolio. Through the “Malibu U Choose” sweepstakes campaign, consumers were encouraged to go to Malibu's Facebook page or send a text message to vote for their choice among three new flavor options – Citrus, Cranberry-Cherry or Mint.
With the final vote tallied, Malibu Cranberry-Cherry received an overwhelming 62% of the vote making this vibrant flavor blend the undisputable winner and the next new flavor to join the family of Malibu Flavors, which includes Malibu Caribbean Rum with Coconut, Pineapple, Mango, Passion Fruit, Tropical Banana and Melon Liqueurs.
Throughout the December promotion, Malibu encouraged consumers to engage and vote for their preference on Facebook or via their mobile device where they also had the opportunity to win instant daily prizes including surfboards, coolers for the beach or park, stylish clothes and other accessories to help consumers get their island on.
"Malibu fans have spoken,” said Sheila Senhouse, Brand Manager for Malibu at Pernod Ricard USA. “Now, we are busy preparing for the launch of Malibu Cranberry-Cherry, a great-tasting new flavor that fits perfectly in our growing family of refreshing and vibrant Malibu flavors.” Senhouse added, “Engaging our consumers online and via their mobile devices has proven to be a dynamic and effective way to communicate and interact with them. We will continue to utilize social media outlets going forward to connect with our consumers and build on the great success we have had with our “Malibu U Choose” program.”
Malibu Cranberry-Cherry will be available at retail beginning in May 2011.