No brand has a stronger connection with heat and sunshine than Malibu... In fact, the vast majority of our sales take place during the hot season. So if we want to grow our figures it’s time for some Malibu Marketing, to make the summer last longer!

Last winter we tried a little experiment. We wanted to prove Malibu could bring heat and sunshine even to the coldest of places. We took it very seriously, and we chose the chilliest spot of the Iberian Peninsula: the Formigal ski resort in the Pyrenees!

And we opened our Malibu Oasis: palm trees, deck chairs, drinks ... and heat!

75,000 visitors.

60,000 interactions in Social Media with 5 Million reach.

Earned Media over 500.000€.

Our ambient marketing team created a real Malibu Oasis on top of the mountains, featuring all the classic Malibu imaginary: deck chairs, palm trees... and heat. Special POS material across the resort sent skiers to our venue.

We had a Malibu photocall and a set of beach outfits for atrezzo. The pictures taken were automatically uploaded to our social media, and showed in the screens placed in the Oasis. We had special gifts for participants... and drinks... and lots of fun.

Mission Accomplished!: we created summer in the middle of the snow! The Malibu Oasis stayed open for the whole ski season.

Malibu is targeted to young consumers, 18 - 25, mostly female.

#MalibuOasis was placed on top of a snowy mountain, and it wasn't exactly warm! We used the target to make temperatures rise by doing what they love best: Social Media!

Our Oasis featured a heating system connected to Twitter, and when our visitors used the #OasisMalibu hashtag or shared their pics in Facebook, and whenever Malibu was served in the bar, the heat was automatically increased.