Brian Cox Leave aside the cynical and ruthless boss who performed in “Succession”, to invite us to disconnect from work and enjoy a good cocktail on the beach. This is the premise of “Clock off” (time to disconnect), the new campaign of Malibu with which the Pernod Ricard brand invites consumers to meet their working days, avoid extra hours and fight the culture of excess at work.

This is the new delivery of the platform “Do what knows well”from which Malibu works messages that seek to foster a summer spirit throughout the year. On this occasion the campaign, devised by the creative agency Wieden+Kennedy London, emphasizes how happy life can be when You leave on time for work To devote time to the people and things that matter, “either a barbecue with friends, a picnic in the park or a visit to the bar”, Explains the brand in a statement.

In the main spot of the campaign, with the production of Pretty Bird, the brand combines humor with the personality of Cox, who here is dressed in a pink suit and yellow glasses to call for personal enjoyment. The actor looks at his clock, recovers consciousness and leaves the office to skate on the promenade, encouraging others to sign with him and release your “me” summer.

As part of the campaign, Malibu led his purpose of labor disconnection to the financial center of London. There the brand installed the “Source of disconnection”, An interactive point in which it offered workers the possibility of throwing their mobile phones into water – previously protected with covers – and gave them a Malibu Piña Colada in return for “Free the incessant email flow and messages”, Details.
The action had the collaboration of Baroness Karren Brady, a recognizable face for the Londoners, which generated attraction in the area and allowed to amplify the reach around the golden pineapple that crowned the source.

On the other hand, the brand has also created a Spotify list With 70 summer spirit songs that connect with the message of enjoyment and free time of “Clock off”, and maintain the musical commitment present throughout the brand platform. Malibu urges consumers to get out of work, use one of their drinks and enjoy these warm vibrations with chord songs.

“Our mission is to make Malibu a synonym of summer and, as the days become longer, remind everyone that the most important thing is to disconnect“says Alison Perrottet, brand director at Pernod Ricard United Kingdom.”This is only the first of a series of actions that we have planned for these months as part of the ‘do what knows well’, among which there will be free bars, tastings and other promotions”

According to a study prepared by the brand itself, 79% of the workers of the United Kingdom, the United States, France, Germany, Greece, Italy and Spain do extra hours, 23% recognize that the work occupies most of their personal time and 84% claim to have felt pressure to leave later. In total, workers carry out 220 Extra on average per month.

In this way, with “Clock off” Malibú wants to fight a common problem of many consumers, and is projected as a fun brand that Understand the true pleasures of life and that he is able to deepen the summer sensations throughout the year.

The campaign has begun to activate this April in the United States and the United Kingdom, and will follow a launch calendar in Canada, Netherlands, Poland and Australia until the end of the year. It will combine both digital platforms and outdoor sales and advertising actions.

More info: “Clock off”