It seems Rum is definitely the new fad sweeping celebrity land. First Ron Jeremy, then Enrique Iglasias and now R&B superstar Ne-Yo is joining the Rum revolution in a tie up with Caribbean coconut rum Malibu to launch ‘Malibu Red’, a new product that is a 70-proof blend of smooth coconut rum and silver tequila.
The rum is scheduled to launch in March 2012, and comes in a silver and red bottle.
Malibu global marketing director Ian Crystal said Malibu Red is not just another celebrity-endorsed product:
“Turning the term partnership on its head, Ne-Yo has really served as the creative director of Malibu Red from beginning to end, lending his ‘smooth’ talents and creative vision to create a product experience from flavor to film that will push boundaries in the spirits category,”.
Malibu and Ne-Yo completed a commercial shoot in Spain that will provide a variety of brand assets, from videos and short films to behind-the-scenes images. The shoot charts Ne-Yo’s creative interpretation of the product and its development.
Traditionally I’m not a fan of coconut or tequila, however I’ll be interested in seeing if this rum is ‘Miss Independent’ enough to make me get ‘Closer’ to Malibu.