As part of the #GoodVibesOnly campaign, Malibu teamed up with stars Olivia Attwood and Joey Essex to amplify several initiatives aimed at keeping students safe on a night out, including offering 11,000 £10 off vouchers with Uber for students, as well as putting on Malibu Tuk Tuks to get students home from Revolution Bars in Newcastle, Sheffield, Cardiff and Liverpool.

They also partnered with Vita Coco, to give away free coconut water to students enjoying nights out in these cities at Popworld and Revolution Bars, to keep them hydrated in coconut style. And, to lend longevity to the campaign, Malibu worked with Good Night Out (GNO), who campaigns for safer nights out, to train its ambassadors, and bartenders around the UK, on helping to promote drinking safely in student towns.

Finally, the brand hosted the #GoodVibesOnly Awards to reward those mates who go the extra mile in making sure their crew are supported on a night out – whether it’s knowing the best spot for late night pizza or giving great night-out bathroom pep talks. Students were encouraged to give those mates the spotlight they deserve by nominating them on the Malibu rum Instagram page. News of the campaign generated a whopping 67 pieces of coverage including three national features for a total reach of 28.7M. On Instagram the campaign performed equally well with content achieving a 17.8% ER across all organic content.