# Guilty Pleasures Rum Campaigns Malibu Launches New 'Do Whatever Tastes Good' Campaign By Niko Pajkovic | Published 2022-07-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/malibu References: [drinksretailingnews](https://drinksretailingnews.co.uk/news/fullstory.php/aid/21067/Malibu_launches_media_campaign_ahead_of_summer.html) & [maliburumdrinks](https://www.maliburumdrinks.com/ca/)  [Malibu](https://www.trendhunter.com/trends/rum-commercial) has officially rolled out its newest marketing campaign called the 'Do Whatever Tastes Good' campaign, which invites consumers to "embrace the summer mindset" by indulging in their guilty pleasures, which includes enjoying a [Malibu cocktail](https://www.trendhunter.com/trends/tom-daley-and-malibu) or two. The new campaign is set to run throughout July and will include a variety of ads that will be launched across social channels and video-on-demand platforms. The ads themselves will highlight people enjoying Malibu in inclusive spaces, "where everyone is doing what they like." In addition, the campaign will be combined with a unique [in-person pop-up event](https://www.trendhunter.com/trends/spicy-margarita-season) called ''Malibu’s Courtside Confessions,' which will take place at Brixton Jamm from July 22 to 23. At the event, guests will be invited to confess "their guilty pleasures." Image Credit: Malibu ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 35% | Activity: 33% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Indulgent Marketing Campaigns:** There is opportunity for disruptive innovation in creating indulgent marketing campaigns that invite consumers to embrace their guilty pleasures and enjoy the brand's products. - **Inclusive Advertising:** Creating advertising campaigns that show diverse people from all walks of life enjoying a brand's product in inclusive spaces can be a disruptive innovation opportunity for companies. - **In-person Event Experiences:** Brands can create unique in-person experiences like Malibu's 'Courtside Confessions' pop-up event to connect with consumers and create memorable experiences that generate positive brand associations. ### Where This Applies - **Alcoholic Beverages:** Alcoholic beverage companies can create marketing campaigns that highlight the indulgent and enjoyable nature of their products and utilize inclusive advertising to resonate with consumers. - **Events and Experiential Marketing:** There is an opportunity for disruptive innovation in creating unique in-person events like Malibu's 'Courtside Confessions' pop-up event that provide consumers with memorable experiences and positive brand associations. - **Social Media and Video-on-demand Platforms:** Social media and video-on-demand platforms can be utilized as advertising channels for indulgent marketing campaigns that connect with consumers by showcasing diverse people enjoying a brand's products in inclusive spaces. ## Related on Trend Hunter - [Free-Spirited Rum Commercials](https://www.trendhunter.com/trends/rum-commercial.md) - [Judgment-Free Confession Booths](https://www.trendhunter.com/trends/malibu-confession-booth.md) - [Tropical Convenience-Focused Cocktail Lineups](https://www.trendhunter.com/trends/malibu-pink.md) - [Ready-to-Drink Rum Cocktails](https://www.trendhunter.com/trends/malibu-cocktails-in-a-can.md) - [Peachy Summertime Rum Spirits](https://www.trendhunter.com/trends/malibu-peach-rum.md) - [Unfiltered Seltzer Campaigns](https://www.trendhunter.com/trends/do-it-for-the-flavor.md) - [Sparkling Pineapple-Rum Cocktails](https://www.trendhunter.com/trends/malibu-and-dole.md) - [Cocktail-Flavored Popcorn Snacks](https://www.trendhunter.com/trends/popworks-x-malibu-snack.md) - [Take-Anywhere Vacation Cocktails](https://www.trendhunter.com/trends/malibu-rts.md)