Prioritising the work/life balance with Malibu
RUM-BASED coconut liqueur brand Malibu has teamed up with Hollywood actor Brian Cox in a new ad campaign for the drink.
As part of Malibu’s ‘Do Whatever Tastes Good’ campaign, the new ad sees Cox trade his usual hard-nosed, no compromise characters for a colourful new look with a pair of rollerblades as he encourages people to embrace their ‘summer self’ and make time for themselves.
The new ad features Cox checking his watch at exactly 17:01, at which point he leaves the boardroom he is working in and skates down a sunny boardwalk, inviting passersby to clock off with him and release their summer selves.
The advert ends with Cox in his “ultimate clock-off destination” – sitting back in his recliner on the beach with a Malibu Piña Colada in hand.
This new ad has been inspired by a new survey from market research firm One Poll which found that 79% of workers across the UK, US, France, Germany, Greece, Italy and Spain all regularly work overtime. In fact, the firm said that workers will log in an average of two extra working days per week.
The US topped this table with the average worker clocking in a staggering 60 hours unpaid overtime per month, with the UK following up this number with an average of 40 hours.
The advert also highlights what Malibu’s parent firm Pernod Ricard has called “disguised overtime” where workers use their personal smartphone devices to take calls, answer emails or texts beyond normal working hours as well.
Alison Perrottet, brand director at Pernod Ricard UK, said: “Our mission is to make Malibu synonymous with summer and as we all start to experience longer evenings and more sunshine, we’re reminding everyone of what’s important…Clocking Off!
“This is just the start of a whole host of activities we have planned throughout the summer months as part of the number one coconut rum in the UK’s ‘Do whatever tastes good platform’, which includes tapping into Happy Hours, sampling, and impulse activations for our ready-to-drink cans.”
