Malibu Rum has named Vital Marketing as its agency of record for the Hispanic market.

The experiential marketing agency will be tasked with creating a multifaceted national promotions program for the beverage, made by Pernod Ricard USA.

An on-premise sampling effort is designed to introduce Hispanic consumers to the brand.

The program is set to debut Memorial Day weekend and extend throughout the summer. Promotions will take place in Miami, New York, Los Angeles, Dallas and Chicago.

In each city, the program will culminate with a large scale, end-of-summer “Noche Blanca” event, the agency said.

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