How Malibu and Kahlúa are taking fear off the table with their marketing innovation hub
Malibu and Kahlúa might not have the same marketing budgets as rivals but by creating a digital innovation hub the brands are hoping to outsmart them instead.
Malibu and Kahlúa have set up their own innovation hub, the Living Lab, which they hope will help foster a startup culture that prioritises speed over fear of failure.
Marketing Week takes a behind-the-scenes look at the Living Lab’s innovations and how the hub develops new digital prototypes.
Malibu and Kahlúa’s director of communication and channel marketing, Johan Radojewski, and vice-president of global marketing, Colin Kavanagh, also discuss how the Living Lab has impacted the culture of the brands, which are owned by Pernod Ricard.
READ MORE: Malibu on competing with brands with bigger budgets: ‘It’s not about being the biggest fish but the fastest’