CRUEL partnered with Corby Spirit & Wine and Malibu Rum to introduce Malibu Pink to summer through a sampling program designed to feel less like traditional brand promotion and more like part of the occasion.

At the centre of the program was the Malibu Dream Team, a 12-person ambassador network selected to bring the brand to life both on the ground and online. From summer pregames to guerrilla sampling, the team put Malibu Pink directly into the hands, feeds and social circles of its target consumer.

Sampling, On the Move
CRUEL created a mobile sampling experience centred around a custom Malibu Pink sampling bike, giving the team a highly visible way to bring the brand directly into summer moments and engage consumers with product samples and key brand messaging.

The Malibu Dream Team
Beyond scheduled sampling, ambassadors brought Malibu Pink into their own weekly social occasions, distributing product and branded cups at pregames and events. This extended the program beyond a traditional street team and into the moments where the brand naturally belonged.

From Sampling to Social
The program was built to travel online too. Dream Team members created weekly branded content featuring the activation, product and merch, while encouraging further content capture from consumers — connecting physical product trial with social amplification and UGC.

From ambassador recruitment and training to mobile sampling, staffing, branded assets and social amplification, CRUEL created a summer ecosystem that put Malibu Pink where summer was already happening.

Pink was the colour of the summer.