• by Karl Greenberg , August 4, 2009

Malibu Rum, a division of Purchase, N.Y.-based Pernod Ricard, is launching a global advertising campaign, Radio Maliboom Boom, as part of its ongoing "Get Your Island On" crusade.

The effort, via Publicis London, debuted on Monday in the U.S. and will expand to Canada, Spain, the Netherlands and additional markets in the following months, per the company. Radio Maliboom Boom will be supported in the U.S. through television and online executions, in addition to public relations elements.

The television spots will run nationally. The online executions will be featured on Evite, Pandora, Hulu and USWeekly, among other Web sites.

The advertising campaign features four 30-second spots in which radio personalities DJ Bernhard and MC Wonder Full broadcast music to the world from the "Radio Maliboom Boom studio" on a beach in Barbados. The spots also invite consumers to continue the party by tuning in to Radio Maliboom Boom at http://radiomaliboomboom.com/.

One spot has the DJs reporting the weather to their listeners. MC Wonder Full calls out a city name, such as New York or Paris, and DJ Bernhard exclaims, "Sunshine!" as he throws a magnetic sun symbol over his shoulder to a world map behind him. Each time the sun hits the board, a glimpse of the city reveals that it is raining.

Finally, MC Wonder Full says, "Tokyo?" DJ Bernhard yells, "Sunshine!" and MC Wonder Full quickly responds, "But it is 1 a.m. in Tokyo, Bernhard." The spot culminates with a rooftop party in Tokyo, where people are dancing to Caribbean music while drinking Malibu cocktails. The sun is shining only for them.

The effort includes a radio station with music and talk between DJ Bernhard and MC Wonder Full. Consumers will have access to a streaming music player featuring top Universal music artists, videos featuring the DJs and downloads of e-cards, ringtones and other fun digital applications. The site will be refreshed with music tracks, music videos and clips.

The company says it sells 3.7 million cases each year of Malibu in more than 150 countries.