A). Mixability after knowing Rolo:Orange Juice: +415%.Lemon juice: +131%.Seven Up / Sprite: +79%.Other drink: +67%.Consumers that would mix Malibu with another soft drink increases from 5% to 20%. B). 69% think Rolo incites to consume Malibu.

Creating a character, “Rolo” (Mr. Spain), ambassador of Malibu and its values.To provide “Rolo” with more credibility, the muppet Rolo was born as a spitting image (first advertising muppet ever created). Appearing on-air on one of the most famous programs of Channel + during more than 6 weeks, “mixing-up” with the Pope, Bush, the president of Spain…Afterwards, real Rolo meets muppet Rolo, and the event was watched by 1.5 million viewers.Real Rolo starts his “tourné” being invited to many shows of different channels broadcasted in PT such as Eva Hache, Buenafuente… This negotiation was terribly difficult because Rolo was born on a competitor’s TV channel.Rolo became the starring character of the most famous young targeted series “El Síndrome de Ulises” broadcasted on PT by Antena 3, entering in the world of contents.

The ad. Lae for alcoholic drinks gets more and more restrictive year by year, especially in TV.Communication goals:A). Transmission of values of brotherhood, humour, vitality…B). Transmission of the concept “Mix-up” or mixability.The strategy was focused on the idea of creating an environment in TV where values of Malibu could “grow” among the target. This environment had to be fresh, open, not unidirectional, the perfect place for maturation and total identification of target-brand.