LONDON: Pernod Ricard UK has handed John Doe the UK PR account for its Malibu rum brand as it prepares to target 18- to 24-year-olds with a content-focused push.
John Doe founder and account lead Rana Reeves said social media would be at the heart of the work, with content and campaigns looking to "create spikes in conversation" about the brand.
The agency beat incumbent Tea & Cake PR and two others in a pitch for the brief, which is thought to be worth a six-figure sum.
"We are highly ambitious for our Malibu brand, where our vision is to take the spirit of summer to the 18- to 24-year-old generation," said Pernod Ricard UK marketing controller Adam Boita. "To achieve this we are focusing increasingly on working with influencers, celebrities, and media partners to generate content that can be leveraged through digital, social, and traditional print."
On the work with incumbent Tea & Cake, he added: "We have been extremely proud of the work that Tea & Cake has produced for Malibu over the past five years including the award-winning Malibutique. We will maintain a close relationship working with it on bespoke projects within the Pernod Ricard UK portfolio of brands."
This article originally appeared on the website of PRWeek UK.