By Rebecca Harris
The world-famous coconut rum, Malibu, has invested $1 million into an on- and off-premise campaign that includes giveaways, iTunes vouchers and the chance to be an ‘Executive Product Tester’ at the beachside Malibu Distillery in Barbados.
Commencing Feb 2, the product taster component of the campaign will be advertised via recruitment advertisements on job-hunting websites like CareerOne, as well as MySpace, MTV and metropolitan newspapers.
As part of its global ‘Get Your Island On’ campaign, Malibu brand manager Jo Haynes says the Australian approach is perfectly targeted towards Malibu’s core market of 18 to 24 year olds.
“The only official requirement for entry to the competition is to be sociable and have an island spirit,” he said. “And with the official hours of work for a product tester being early evening and Sunday afternoons, Malibu lovers will see this as a dream job.”
On-premise staff will also be given the opportunity to win an educational trip to the distillery.
Entries to the competition close April 30, with the top 20 applicants to be interviewed via the Internet before the final five are brought to Sydney for last-round interviews in May.