Pubs to host National Piña Colada Day parties
The campaign, which begins on the 30th June culminating in a day of celebration on July 10th, will include a free Piña Colada voucher to all Metro readers nationwide on 10th July, to be redeemed at a selection of Young’s, Geronimo Inns and at Be at One cocktail bars, as well as a number of independent bars across the UK. Consumers will also be able to visit Malibu’s National Piña Colada Day hub – to find the locations and addresses of all participating venues.
Pubs that would like to host their own National Piña Colada Day party can email Malibu@pernod-ricard-uk.com to receive a free kit, which includes posters, bunting, tent cards and coconut cups. Once received there is a competition element for the best decorated bar to win £150 in high-street gift vouchers by sending a photo to the same Malibu email address.
“The Piña Colada is Malibu’s signature serve and so National Piña Colada Day provides the perfect opportunity for us to engage on-trade retailers with tailored activity that will help them to rediscover one of the world’s favourite cocktails, kick-start the summer by capturing the essence of the happy holiday vibe, and boost sales at this key time of year,” said Adam Boita, marketing controller for Pernod Ricard UK.
Malibu will also be running advertising to get the capital behind the campaign, whilst driving trial of the drink in bars across London. This will include vinyl wraps of high footfall bus shelters close to participating bars in London. On 10th July itself, the advertising will be visible in key London commuter areas during peak commuter times, encouraging Londoners to celebrate National Piña Colada Day.
A Piña Colada cocktail mixing game which asks fans to guess the ingredients needed for the iconic cocktail in order to unlock their voucher will also be available. How-to videos showing staff how to make Piña Coladas can be viewed on the Malibu, Spotify and Vevo Piña Colada hubs. Vevo will also feature Piña Colada inspired playlists designed especially for the occasion.
