2. Key Considerations
Important considerations for the roll out of this promotion
was that any activity needed to be:
• Simple & appropriate to the scale of the event
• Highly visual throughout entire venue
• Have a clear mechanic to drive rate of sale
• A specific execution for VIP ticket holders
• An activation that can drive early evening footfall to a key
site within the venue
3. Butlin's agreed to…
• Malibu branding in all bars
• The use of 5 mobile bars within the space to vend Malibu
product
• Access to the VIP guests
• Space in a venue to create a ‘warm up’ event
• Implementation and management of an employee
incentive programme
• Full sales reports and analysis
4. Malibu to provide…
• Branded uniforms for all staff
• Prizes for staff incentives
• GWP purchase (6,000 per event)
• Sharing vessels or pitchers (1,000 per event)
• VIP packs
• A promotional team on site throughout Friday and
Saturday
• Additional engagement at a ‘warm up’ event
• Branding packs for all bars
5. Staff uniforms
c. 200 uniforms to be provided,
consisting of branded T-shirts,
plus hats for VIP bar staff.
6. Prizes for staff incentives
Based on unit sales of Malibu per
individual staff member, Pernod
Ricard will provide per event…
•An iPad mini for the all round top
performing member of staff
•3 further runner-ups will be
rewarded with £25 of high street
shopping vouchers
9. Drives to purchase
To drive sales of Malibu throughout
all bars, Malibu provided:
•1,000 sharing vessels per event
(discounted vessel return scheme
to be finalised)
•6,000 branded garlands to be given
to consumers upon purchase of a
Malibu drink
10. • Key serves for the weekend
were:
• 50ml Malibu & Cranberry for
£4.75
• Shared Vessels for £13.95
each:
– Mali-Colada
– Mali-Blue
Key Serves
11. VIP Packs
500 VIP ticket holders were given:
•A flower garland
•Malibu hat or lipgloss
12. • Experienced on-trade activation
team
• All 25+
• A mix of males and females to
drive engagement across the
board
• Active throughout Thursday /
Friday to drive engagement
Promotional Team
13. Warm up event
Pre-promoted event in Bar Rossa
to drive early footfall into bars:
•Opportunity to win (a weekend
break in Butlin's)
•Cocktail demonstrations and
sampling session (using a mobile
bar)
•Take home photos
•Additional giveaways and
branded items
•Special serve
14. Branding bar areas
• Large format branding (foamex
panels) sited throughout all main
venues, above bars, in existing
sites and on tactical pillars
• Digital screens also displayed
Malibu messaging where
available
• Back bar displays will be made
up of additional props, dummy
bottles and standard POS
• Menu cards displayed Malibu
cocktails & offers
15. Mobile bars
• 6 x mobile bars branded
with Malibu wraps
• Mobile bars will be
situated in the main arena
selling Malibu drinks
alongside full drinks range
25. • Great team support from Butlin’s
• Mobile bar (Bar Rosso) – when not in use for warm-up event, this was
redundant – can we use as a cash bar instead?
• Cocktail Demos – would have worked better on Friday night or
Saturday day, guests were asking if they could buy drinks there &
didn’t have time to spend interacting before the concert
• Take home photos – worked very well with a big queue waiting!
• Prize draw – worked well, we had 57 entrants in 60 minutes! We
should expand this & offer entry to this prize draw throughout the
weekend, also adding a Malibu hamper to it
• Branding – looked great in Bar Rosso but was dwarfed in Centre
Stage & Reds, need much more of a presence there – look at
increasing this
FEEDBACK
26. • Back bar display – team were on board with creating these although
tricky due to no dummy bottles available, only Optics – should still go
for it though
• Menu cards created by Butlin’s – fantastic visibility for drinks & pricing,
definitely include as many of these as possible moving forwards!
• Promotional staff – great, bubbly staff – effective at approaching
people & communicating the messages of warm-up event & drinks
offers. Rethink timings & no. of staff to best utilise time
• Drinks – popular. Consider adding the Malibu & Cranberry pitcher as a
sharing serve option (this was advertised on some of the bar runners &
people were asking for it)
• Other – many other opportunities for Malibu to get involved with other
aspects of the weekends should there be any future events to get
involved with
FEEDBACK
