The aim is to generate coverage of the link between Malibu and the singer in the consumer and trade press. The move coincides with the launch of his new album and tour, details of which will be released later this year.
As part of the deal, Shaggy will become the face and spokesperson for the brand’s PR globally as well as feature in advertising.
A spokeswoman for Allied Domecq said: ‘It involves advertising, but this is very much a PR campaign.’
Global media relations will be handled by Allied Domecq’s retained agency, Jackie Cooper PR.
Agency director Ian Withington said the aim was to target the brand’s key audience of 18- to 24-year-old women through the womens’ consumer press. Although the link was announced to the trade press this week, details of the media relations push are still being hammered out.
Withington said details, including a timetable of activity, are dependent on forthcoming talks with the singer’s management and label.
The agency has also not yet made a decision on which PR agencies will be brought in to assist with the campaign.
A date for the launch of the UK ad campaign is yet to be announced, although the advertising for the US market has already launched.
Ahead of the launch of the campaign, Withington said the agency was developing an online ‘tool box’ for journalists, to ensure easy access to images and information.
As the link-up is global he said that the aim of the online service was also to ensure uniformity of coverage and images used in different regions.