1990 commercial for Malibu

Malibu Rum is a rum made in Barbados with natural coconut extract. The alcohol content by volume is 21.0% (42 proof). The brand is owned by Pernod Ricard.

History

The product was originally made from fruit spirit flavored with rum and coconut flavoring in Curaçao. When first produced the product was used to simplify the making of Piña Coladas by bartenders. When the product took off production was moved to Jamaica and the quality of the ingredients used in it was improved. The brand was sold by Diageo to Allied Domecq for £560m ($800m) in 2002 and later to Pernod Ricard.^[1]

Marketing

Advertising campaigns label it “Seriously Easy Going” and usually features people from the Caribbean taking life seriously, in a parody of the stress associated with the Western urban lifestyle, with a voiceover at the end saying “If people in the Caribbean took life as seriously as this, they would never have invented Malibu. It’s seriously easy going.”

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