• by Fern Siegel , April 8, 2025

Malibu, the white rum-based coconut liquor, features “Succession” star Brian Cox in its latest campaign: “Do Whatever Tastes Good.”

The creative, by Wieden + Kennedy London, is running on YouTube and various Malibu social platforms.

Given his workaholic demeanor on the Max drama, Cox may be the perfect choice to underscore relaxation. The series follows the Roy family, owners of media conglomerate Waystar Royco, and the vicious battle for generational control once family head Logan Roy turns 80. As Logan, Cox's character is relentless in his demands.

Yet in the spot, Cox clocks out at exactly 5:01 p.m, garbed in a pink suit and roller skates. He glides down the boardwalk, clearly enjoying himself, before relaxing on the beach with a Malibu Piña Colada.

For many Americans, this scenario is a break from reality. A Malibu study found many are working an average of 15 extra hours per week, as well as dealing with “disguised overtime,” where they work, unpaid, after hours, because 71% surveyed feel pressured to do so.

Caroline Begley, vice president of U.S. marketing for Malibu, told Agency Daily that while the brand has a strong 21+ following, Malibu “aims to position themselves as the go-to spirit brand for new generations. With a lower ABV and accessible price point, the brand is perfectly positioned to recruit flavor seekers and summer spirit lovers everywhere. Malibu’s mission is to inspire consumers to celebrate the taste of summer.”

W+K creative directors Freddy Taylor and Philippa Beaumont added: “Seeing the icon of overwork roller skating into the sunset is a wonderful reminder to take the pressure off, feel the sun on our face and maybe not reply to that email at 9 p.m.”

French company Pernod Ricard has owned the liqueur since 2005.

Malibu recorded volume sales of 4.4 million 9-liter cases worldwide in 2023, reports Statista. According to Evidnt, which tracks retail sales, Malibu has a 14.75% share of the U.S. rum market, behind Bacardi and Captain Morgan.