Pernod Ricard USA has launched a competition on YouTube to promote the new Tropical Banana Malibu. The competition requires people to submit their own video interpretation of the classic “Banana Boat” song. Malibu has also commissioned a remix of the track by RJD2 (a credible DJ/producer, or so I thought).
Interestingly, the promotion which targets consumers aged 21-29, has only attracted 16 entries (although 36,000+ views) since it launched at beginning of May. Which is surprising given the prize is either the deeds to a tropical banana grove or $25,000.