# Cheeky Swimmer Spirit Campaigns Tom Daley and Malibu Reunited to Showcase Heat-Reactive Swimwear By Michael Hemsworth | Published 2025-07-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tom-daley-and-malibu References: [talkingretail](https://www.talkingretail.com/products-news/alcohol/tom-daley-fronts-malibu-campaign-in-heat-sensitive-trunks-24-07-2025/) & [malibudrinks](https://www.malibudrinks.com/en-ca)  Tom Daley and [Malibu](https://www.trendhunter.com/trends/rum-commercial) have partnered once again following last year's 'Don't Drink and Dive' campaign that encouraged consumers to practice increased safety when drinking alcohol in hot weather. The latest installment in the campaign sees Daley in heat-reactive swimwear created with his knitwear brand [Made With Love](https://www.trendhunter.com/trends/winter-water-safety) that shift colors according to the temperature. The campaign saw Daley delivering the weather report on ITV's This Morning in nothing but the swimsuit and is launching to coincide with World Drowning Prevention Day (July 25). Marketing Director for [Pernod](https://www.trendhunter.com/trends/malibu-dont-drink-and-dive) Ricard UK Liam Murphy spoke on the Tom Daley and Malibu campaign saying, "Responsible drinking is a message we continue to land through our brands and Malibu’s Don’t Drink and Dive campaign clearly resonated with consumers the first time around, but the job’s not done! Award-winning creative aside, the campaign delivers a clear and simple message that’s easy to forget when consuming alcohol near water this summer. Don’t Drink and Dive!” ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 76% | Activity: 77% | Freshness: 46% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Heat-reactive Fashion:** Temperature-sensitive fabrics are emerging as a novelty in swimwear, allowing for garments that change color with variations in heat. - **Celebrity Brand Collaborations:** Partnerships between celebrities and fashion or lifestyle brands are increasingly driving consumer engagement through innovative, attention-grabbing campaigns. - **Safety-focused Marketing:** Brands incorporating safety messages into their marketing strategies see potential in leveraging outdoor recreation themes for impactful consumer education. - **Interactive Weather Reporting:** The integration of unique props, such as Malbu's swimwear, into traditional weather segments creates opportunities for dynamic and engaging content. ### Industries Being Reshaped - **Alcoholic Beverages:** The spirits industry is exploring the intersection of safety and fun through campaigns that promote responsible drinking behaviors in creative ways. - **Fashion and Apparel:** Innovations in textile technology, such as color-changing swimwear, are becoming a focal point for brands seeking to differentiate their products. - **Media and Broadcasting:** Television broadcasts are increasingly utilizing novel partnerships to craft entertaining and instructive content that captivates audiences. ## Related on Trend Hunter - [Safe Consumption Swimmer Campaigns](https://www.trendhunter.com/trends/malibu-dont-drink-and-dive.md) - [Athlete Swimwear Knit Fusion](https://www.trendhunter.com/trends/tom-daley-swimwear.md) - [Winter Alcohol-Safety Initiatives](https://www.trendhunter.com/trends/winter-water-safety.md) - [Swimming-Themed Soda Campaigns](https://www.trendhunter.com/trends/this-is-my-taste-campaign.md) - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Cheeky Marathon Swimmer Activations](https://www.trendhunter.com/trends/london-marathon-speedo-activation.md) - [Free-Spirited Rum Commercials](https://www.trendhunter.com/trends/rum-commercial.md) - [Swimming-Focused Branding Initiatives](https://www.trendhunter.com/trends/british-swim-school.md) - [Guilty Pleasures Rum Campaigns](https://www.trendhunter.com/trends/malibu.md)