The campaign will run across print, digital, social media and live events to support and promote Malibu’s Malibutique experiential activity. The Malibutique is a pop-up experience that allows consumers to be pampered and styled while sipping on Malibu cocktails.
A key part of the campaign will see Look create a 28-page bespoke bound-in mini-magazine called Style Up Your Summer. Shot on location in Cyprus, the magazine will include four inspirational fashion shoots that highlight different summer trends: Bold & Bright, Pretty & Playful, Boho Bombshell and Retro Beauty – created in collaboration with Malibu brand partners ASOS, Nails Inc and TONI&GUY. Successful fashion blogger Sarah Wong is a contributor in the supplement and will promote the campaign through social media. Cocktail recipes, beauty tips and competitions also feature in the mini-magazine. Digital activity on Look.co.uk and advertorials further support the campaign.
Donia Dacey, head of creative media for Look magazine, says: “The mini-magazine is a must read and is packed full of fashion advice and inspiration to make the most of the summer. Look magazine is synonymous with fashion and style and we are delighted to be able to use Look’s cross platform reach to support Malibu’s Malibutique campaign.”
Patrick Affleck, managing partner at Vizeum comments: “This is the third year building an association with fashion, and working with Look will give us the step change we need. Look is one of the strongest fashion brands in the market and working with them gives Malibu even greater credibility in this space.”
Style Up Your Summer will be featured in issues of Look on sale 4th June. The campaign was created and brokered between IPC Advertising Creative Media and Vizeum.
