Pernod Ricard’s Malibu rum brand is betting on digital to spur a sales comeback.
It plans to devote three quarters of its marketing budget to digital activities in 2016, up from 60 percent last year, according to Andre Marciano, director of media and integrated communication at Pernod Ricard USA.
“We felt like we needed to look ahead in the digital landscape and recognize the ability of the platforms as they were evolving to connect with consumers in a fairly targeted way,” he said.
