Malibu has added a limited-edition ‘connected’ bottle with a Snapchat snapcode linked to Ibiza Rocks music festival content.
The new pack - launched in partnership with the summer festival - has rolled into Tesco and Asda (rsp: £15/70cl).
‘Snapping’ the code leads to a microsite hosting “exclusive content and holiday-season inspiration”.
The activity took the Malibu-Ibiza Rocks partnership “to the next level” said Pernod Ricard UK head of marketing Toni Ingram. “This co-created bottle allows us to close the loop, connecting our digital experience to driving footfall in-store.”
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