Malibu lets U design the bottle

Corby Distilleries' Malibu brand has made their bottle a blank canvas for Canadian artists and designers, but consumers can also scribble in their own label in this social media campaign, launched yesterday.

Drinkers can now show some summer lovin’ to the key ingredient in their cocktails, as Corby Distilleries has turned the Malibu rum brand into a blank canvas with its ‘Malibu by U’ bottle. The limited-edition bottle comes with four Caribbean-inspired markers that consumers can use to personalize the label and create a keepsake from their tropical-themed parties.

The social media campaign, targeting 19- to 24-year-olds, includes videos of Toronto tattoo artists such as David Glantz of Toronto’s Archive Tattoo, and cult-favourite fashion designers from the Toronto-based Damzels in This Dress label, designing their own Malibu rum bottles. The videos are posted on Malibu’s YouTube channel. Consumers can also use a virtual paintbrush and crafty extras like beach sand and water drops to design their own bottle on the brand’s microsite, for the chance to win a trip to Barbados.

The campaign videos and social media strategy were developed by Toronto’s Harbinger Communications, while the social media components – the YouTube channel and Facebook page – are managed by Toronto-based Vortex Mobile.

‘This is an opportunity to truly express your creativity by designing something that is personal and unique,’ Kirsten Devitt, senior brand manager, Corby Distilleries, said in a release.