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’

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