Wavemaker Canada, Malibu and Cineplex pour a tropical success story

Summer 2023 has been about one thing: MOVIES, MOVIES and more MOVIES! From Barbie and Oppenheimer to Mission Impossible and The Little Mermaid, cinemas are welcoming high footfalls of people looking to beat the heat, enjoy the releases and have an all-round great time.

It was only fitting when Malibu approached Wavemaker with a ‘think big’ ask aimed at raising awareness of Malibu and their new ready-to-drink cocktails. We put our thinking caps on and thought, ‘wouldn’t it be fun for the two worlds to collide?’

In a move to get summer-lovers back inside and also provide an unforgettable cinematic experience, Malibu Rum, under Corby Spirits, and Cineplex VIP Cinemas joined forces to create an exciting tropical collaboration. Thanks to the strategic planning and execution by Wavemaker Canada, moviegoers had the opportunity to indulge in Malibu Rum’s refreshing piña colada cocktail while enjoying their favourite films all summer long.

For the first time ever, Malibu introduced its signature piña colada cocktail to the Cineplex VIP Cinemas menu, providing patrons with a taste of sunny beaches and swaying palm trees. The classic combination of Malibu Original and creamy coconut was sure to transport audiences to a tropical paradise while they immerse themselves in the world of cinema. Aside from the campaign being promoted across digital media channels and running the 90-second Malibu creative as a pre-show ad, we also created digital signage, T-stands and a 15-second drink feature pre-show which screamed tropical vibes like nothing else.

The campaign lit up locations across Canada, and Malibu also offered movie lovers the chance to win a $100 Cineplex gift card through their summer giveaway. Now that’s a sweet victory.