&

Key Considerations

Important considerations for the roll out of this promotion was that any activity needed to be:

• Simple & appropriate to the scale of the event • Highly visual throughout entire venue• Have a clear mechanic to drive rate of sale• A specific execution for VIP ticket holders • An activation that can drive early evening footfall to a key

site within the venue

 

Butlin's agreed to…

• Malibu branding in all bars • The use of 5 mobile bars within the space to vend Malibu

product• Access to the VIP guests• Space in a venue to create a ‘warm up’ event • Implementation and management of an employee

incentive programme• Full sales reports and analysis

 

Malibu to provide…

• Branded uniforms for all staff• Prizes for staff incentives • GWP purchase (6,000 per event) • Sharing vessels or pitchers (1,000 per event)• VIP packs • A promotional team on site throughout Friday and

Saturday • Additional engagement at a ‘warm up’ event• Branding packs for all bars

 

Staff uniforms

c. 200 uniforms to be provided, consisting of branded T-shirts, plus hats for VIP bar staff.

 

Prizes for staff incentives

Based on unit sales of Malibu per individual staff member, Pernod Ricard will provide per event…

• An iPad mini for the all round top performing member of staff

• 3 further runner-ups will be rewarded with £25 of high street shopping vouchers

 

Team Incentive comm’s

And the winners are......

Drives to purchase

To drive sales of Malibu throughout all bars, Malibu provided: • 1,000 sharing vessels per event

(discounted vessel return scheme to be finalised)

• 6,000 branded garlands to be given to consumers upon purchase of a Malibu drink

 

• Key serves for the weekend were:

• 50ml Malibu & Cranberry for £4.75

• Shared Vessels for £13.95 each:– Mali-Colada– Mali-Blue

Key Serves

VIP Packs

500 VIP ticket holders were given: • A flower garland• Malibu hat or lipgloss

 

• Experienced on-trade activation team

• All 25+• A mix of males and females

to drive engagement across the board

• Active throughout Thursday / Friday to drive engagement

Promotional Team

Warm up event

Pre-promoted event in Bar Rossa to drive early footfall into bars: • Opportunity to win (a weekend

break in Butlin's)• Cocktail demonstrations and

sampling session (using a mobile bar)

• Take home photos• Additional giveaways and

branded items • Special serve

 

Branding bar areas

• Large format branding (foamex panels) sited throughout all main venues, above bars, in existing sites and on tactical pillars

• Digital screens also displayed Malibu messaging where available

• Back bar displays will be made up of additional props, dummy bottles and standard POS

• Menu cards displayed Malibu cocktails & offers

•  

Mobile bars

• 6 x mobile bars branded with Malibu wraps

• Mobile bars will be situated in the main arena selling Malibu drinks alongside full drinks range

 

‘back together’ event one8-9 November 2013

Back Together (8th-10th Nov)

Ultimate 80s (1st – 3rd Nov)

Total Malibu Drinks Bought

2,656 673

Total 25ml Malibu Shots

5,309 971

Var. Break on Break

4,338 N/A

Uplift 446.76% N/A

Sales Results

8-10TH NOV QTY SHOTS IN RECIPE

TOTAL 25ML

SHOTS

£1.50 Ext Dbl 682 2 1,364

Double 2 2 4

Standard 922 1 922

Malibu & Cranberry 564 2 1,128

Mali-blue 250 4 1,000

Mali-Colada 215 4 860

Mali-Bomb 11 1 11

Key West Cooler 2 2 4

Swt Home Alabama 8 2 16

Total 2,656 N/A 5,309

BREAKDOWN

PHOTOS

PHOTOS

PHOTOS

PHOTOS

PHOTOS

PHOTOS

• Great team support from Butlin’s• Mobile bar (Bar Rosso) – when not in use for warm-up event,

this was redundant – can we use as a cash bar instead?• Cocktail Demos – would have worked better on Friday night or

Saturday day, guests were asking if they could buy drinks there & didn’t have time to spend interacting before the concert

• Take home photos – worked very well with a big queue waiting!

• Prize draw – worked well, we had 57 entrants in 60 minutes! We should expand this & offer entry to this prize draw throughout the weekend, also adding a Malibu hamper to it

• Branding – looked great in Bar Rosso but was dwarfed in Centre Stage & Reds, need much more of a presence there – look at increasing this

FEEDBACK

• Back bar display – team were on board with creating these although tricky due to no dummy bottles available, only Optics – should still go for it though

• Menu cards created by Butlin’s – fantastic visibility for drinks & pricing, definitely include as many of these as possible moving forwards!

• Promotional staff – great, bubbly staff – effective at approaching people & communicating the messages of warm-up event & drinks offers. Rethink timings & no. of staff to best utilise time

• Drinks – popular. Consider adding the Malibu & Cranberry pitcher as a sharing serve option (this was advertised on some of the bar runners & people were asking for it)

• Other – many other opportunities for Malibu to get involved with other aspects of the weekends should there be any future events to get involved with

FEEDBACK