The agency has secured a deal with 24 ICE for the Malibu watermelon mojito frozen poptail in the Netherlands.
WildBrain CPLG Lifestyle has secured a cool new deal with 24 ICE for a limited edition frozen Malibu ‘poptail’ in the Netherlands.
The Malibu watermelon mojito frozen poptail ties in with the launch of Malibu Rum’s latest flavour: Malibu Watermelon.
The deal with 24 ICE is part of WildBrain CPLG’s lifestyle remit and was brokered by the agency’s Benelux team on behalf of The Absolut Company. WildBrain CPLG Lifestyle represents The Absolut Company for both its Absolut Vodka and Malibu rum brands worldwide (excluding France).
“This new partnership WildBrain CPLG’s Lifestyle division has secured with 24 ICE shows real innovation and creativity within the food and beverage category, and we can’t wait to see Malibu lovers enjoying this fun new offering across the Netherlands,” commented Elsa Rafen, senior brand manager, global experiences and partnerships at The Absolut Company.
Peter Evers, commercial director at WildBrain CPLG Benelux, added: “There’s been a huge surge in the popularity of ready-to-drink cocktails as consumers look to recreate craft cocktail culture at home. With Malibu evoking the spirit of summer, the brand is ideally placed to capitalise on the runaway success of frozen poptails.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
