Pernod Ricard has launched a global digital and social media campaign for Malibu.
Created by Virtue Worldwide, a series of short films is airing until the end of August across YouTube, Instagram, Facebook and Snapchat, as well as on digital display. It was directed by Jocelyn Anquetil and produced by Chris Harrison at Pulse.
The campaign depicts a group of friends who "try to get their summer vibe going" while attempting different activities with varying degrees of success, such as creating the first summer playlist.
The rum brand has also teamed up with social media influencers and singer-songwriter Anne-Marie to increase its following.