- Malibu has enlisted Brian Cox, an actor known for enjoying serious characters, in a more laid-back role for the following iteration of its “Do Whatever Tastes Good” campaign, in accordance with a press release.
- “Clock Off” encourages consumers to take time for themselves through the warmer months. Ads depict Cox, who has made a profession depicting tough characters comparable to Logan Roy on “Succession,” wearing a brilliant pink suit before punching out right at 5:01.
- The new work was inspired by research that found U.S. consumers work a median of 15 hours of unpaid additional time per week. “Clock Off” comes three years after the Pernod Ricard flavored rum maker introduced its “Do Whatever Tastes Good” brand positioning.
Malibu is reaching out to overworked consumers with an unexpected celebrity face. While Cox is thought for enjoying prickly roles, “Clock Off” implies even hardworking types like Logan Roy need a break. With the approach of summer, the rum-based coconut liquor is gearing up for a key sales occasion through humor and a deal with the universal need for more time without work as long working hours have intensified for the reason that pandemic.
A minute-long spot shows Cox in a brilliant pink suit sitting at a table in a boardroom as blue- and gray-clad businesspeople argue around him. As soon as his Malibu-branded watch strikes 5:01, he exits on roller skates, leaving his peers dumbfounded. Cox then skates along a boardwalk and ignores a piece call, dropping his phone in a water pitcher carried by a waitress played by Greer Cohen, who went viral for the same role in Charli XCX’s “360” music video.
Cox closes the ad by saying the campaign’s name — likely a sly reference to one in all Logan Roy’s infamous catchphrases. The actor, who can be the voice of McDonald’s campaigns, has previously parodied his most famous role in “Overly Direct Spokesperson” ads for DirecTV.
Malibu’s campaign was inspired by research that found 71% of U.S. consumers feel pressured to work additional time and one in five feel overworked. Additionally, the common employee engaged in 17 hours of unpaid additional time monthly through after-hours communication. The survey received responses from 13,000 adults from the U.S., Greece, France, Spain, U.K., Germany and Italy. It was conducted between March 21 and March 31 by One Poll.
Malibu first embraced the “do whatever tastes good” ethos in a “Welcome to Malibu” campaign that turned the brand’s world right into a hyperreal, neon-drenched and judgment-free zone. A deal with consumers grappling with burnout has recently been adopted by other marketers. Candy brand Kit Kat took the same approach in a new campaign featuring the Break Brothers, a quartet of imposing characters who ensure persons are allowed to take work breaks uninterrupted.
Pernod Ricard saw U.S. sales decline by 9% in fiscal 2024 fiscal, with a 5% decline in the Americas. The business could lose than $200 million as a consequence of the continued trade war between the U.S. and China, finance chief Helene de Tissot said earlier this yr.
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