Dive Brief:
- Pernod Ricard rum brand Malibu released a remix of “Escape (The Piña Colada Song)” as part of its summer marketing push, according to a press release. The refreshed version of the popular song from 1979 features singer and social media star Jax.
- Announced on June 21, the official start of summer, the collaboration tries to capture the spirit of summer in a music video created with Wieden+Kennedy London and directed by Drew Kirsch.
- The remix is accompanied by a limited-edition Piña Colada-themed clothing collection from resort wear brand Kenny Flowers as the rum brand attempts to tap into the cocktail’s summer surge in popularity. The line is set to drop on July 10, National Piña Colada Day.
Dive Insight:
As rum is a popular ingredient in summer-friendly cocktails like Piña Coladas, the season marks an important marketing opportunity for coconut-flavored rum Malibu. This year, the brand is embracing nostalgia by leaning into the aesthetic of the ‘70s and ‘80s while remixing a popular song for a new generation.
The effort fits into a recent trend among marketers of remixing well-known songs from the past, with brands such as Wendy’s and Pepperidge Farms making use of the strategy. Many reach for classic songs to appeal to an older audience, while making them relevant for a younger generation in an effort to expand their reach.
Set to a remix of “Escape (The Piña Colada Song)” by Rupert Holmes, Malibu’s music video, which is linked here, leans into summer themes with bright colors and fashion as well as synchronized swimming. The music video is also dotted with multiple celebrity cameos.
