CLOCK OFF! MALIBU PARTNERS WITH BRIAN COX TO URGE AMERICANS TO DITCH OVERWORK

Rhea-AI Summary

Malibu, the leading white rum-based coconut liqueur, has launched the second phase of its 'Do Whatever Tastes Good' campaign featuring actor Brian Cox. The 'Clock Off' initiative aims to address the growing issue of overwork among Americans.

According to a recent Malibu study, Americans work an average of 15 extra hours weekly, equivalent to eight additional working days annually. The survey revealed that workers manage 28 lines of communication after hours weekly, resulting in over 17 hours of unpaid overtime monthly. Additionally, 71% of Americans feel pressured to work overtime, with 1 in 5 reporting feeling overworked.

The campaign features Cox in a pink suit roller skating out of a boardroom at 5:01 pm to enjoy a Malibu Piña Colada on the beach, promoting work-life balance and encouraging people to disconnect from work on time.

Positive

• Malibu maintains position as #1 white rum-based coconut liqueur
• Partnership with high-profile actor Brian Cox increases brand visibility
• Strategic marketing campaign addresses relevant social issue of work-life balance

Negative

• None.

Malibu and famous TV workaholic remind consumers how great life can be when you actually finish work on time

NEW YORK, April 8, 2025 /PRNewswire/ -- Malibu, the world's number one white rum-based coconut liqueur,¹ has teamed up with award-winning actor Brian Cox to remind everyone to "Clock Off" and ditch overwork in a second installment of the brand's "Do Whatever Tastes Good" campaign. While Cox is famous for his roles playing tough-as-nails characters, this summer he's embracing his sunnier side in a new Malibu campaign encouraging work-life balance.

The campaign launches after a recent Malibu study² found that Americans are working an average of 15 extra hours per week, totaling to nearly eight extra working days per year – which doesn't bode well for making well-deserved happy hours. To combat this, Malibu encourages the overworked masses to clock off and kick back with friends over a round of delectable cocktails or whatever tastes good.

"Contrary to the characters I play, I'm all about celebrating the enjoyment of life and taking time off for the people and things that matter. In some roles I was consumed by work, control, and power, and never knew when to clock off," Brian Cox said. "But the reality is, we all need to disconnect if we want to enjoy what life has to offer. The 'Do Whatever Tastes Good' campaign by Malibu is about reminding people that their free time is sacred and should be enjoyed, and this is a message I support."

In the campaign's first ad, Cox trades in his usual serious demeanor for a more playful, laid-back vibe. Sporting an uncharacteristically bright pink suit, at 5:01 pm sharp he roller skates out of the boardroom in pursuit of unwinding with a Malibu Piña Colada on the beach, blissfully enjoying his after-hours freedom.

While Cox is all about clocking off on time, the campaign highlights a growing issue: the rise of "disguised overtime." Survey results² reveal that Americans aren't unplugging from their jobs.

• The average worker juggles 28 lines of communication after hours weekly, adding up to over 17 hours of unpaid overtime per month without even realizing it.^2,3
• 71% of Americans feel pressured to work overtime.
• 1 in 5 Americans report feeling overworked.

"We understand that work is a meaningful part of life—it provides purpose, structure, and a way to contribute. But it's overwork—not work—that's wearing us down. At Malibu, we're all about inviting people to unplug and enjoy life," Craig van Niekerk, Malibu VP Marketing, said. "Building on the positive, free-spirited energy of our first 'Do Whatever Tastes Good' campaign, our 'Clock Off' message feels more important than ever. In a world that rarely stops, we're reminding everyone to slow down, prioritise joy, and make time for what truly matters. So, clock off on time, enjoy a Malibu Piña Colada, and keep that summer feeling going all year long."

Ready to embrace your summer self and Clock Off with Malibu? Learn more about the Do Whatever Tastes Good campaign by visiting Malibu's website or following @malibudrinksus on Instagram, #ClockOff, #DoWhateverTastesGood.

For more information contact: 
Jordan Serafino, Strategic Brand Communications Manager
jordan.serafino@pernod-ricard.com
malibu@toarticulate.com 

SIP EASY. ENJOY MALIBU RESPONSIBLY.
Malibu® White Rum with Coconut Liqueur. 21% Alc./Vol. ©2024 Imported by Pernod Ricard USA, New York, NY.

About Malibu
With its iconic white bottle and palm tree logo, Malibu is the number one white rum-based coconut spirit in the world with more than 4 million cases sold in more than 140 countries each year. Made with white rum, the original coconut-flavoured liqueur is a staple in famous cocktails such as piña coladas and daiquiris. Its portfolio brings the refreshing taste of summer, inspiring a mindset of spontaneity and fun where the sun shines all year round – wherever you are in the world, Malibu invites you to do whatever tastes good.

Discovered in the late 1970s, Malibu has been part of the Pernod Ricard Group since 2005 and today, the original Malibu flavor is more popular than ever. In recent years, Malibu has continued to embody the spirit of summer by introducing a range of flavored liquors, together with a selection of ready-to-drink cocktails, of which more than one million cases are sold each year. For more information on Malibu click here.

About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código 1530, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo, Brancott Estate and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët Champagne, G.H. Mumm Champagne, Mumm Napa.

Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.

¹Source - IWSR 2023 
²Survey of 13,000 adults -  2,000 UK adults, 2,000 US adults, 2,000 French adults, 2,000 Spanish adults, 2,000 German adults, 2,000 Italian adults, 1,000 Greek adults conducted by independent research agency One Poll 21st March and 31st March 2025
³Based on the average piece of communication taking 10 minutes, so 28 times equates to 4hrs 40mins per week, 17 hours per month = over 2 days

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SOURCE Pernod Ricard USA

FAQ

What is the main goal of Malibu's 'Clock Off' campaign with Brian Cox?

The campaign aims to encourage Americans to maintain better work-life balance and stop working overtime, promoting the enjoyment of after-work hours with Malibu cocktails.

How many extra hours are Americans working according to Malibu's study?

Americans work an average of 15 extra hours per week, totaling nearly eight additional working days per year.

What percentage of Americans feel pressured to work overtime?

71% of Americans feel pressured to work overtime according to the study.

How many lines of communication do American workers handle after hours?

Workers manage 28 lines of communication after hours weekly, leading to over 17 hours of unpaid overtime monthly.