Shaggy will appear in advertising, PR and merchandising campaigns for the brand and Malibu becomes the sole sponsor of his forthcoming worldwide concert tour.
The move coincides with the transfer of the Malibu advertising account to Publicis Worldwide following the closure of Bates UK. Shaggy will continue with the "seriously easy going" tagline that has been in use by the brand since 1999 and was originally created by Lowe & Partners.
Nick Garland, global vice-president for Malibu at Allied Domecq, said: "Shaggy is the perfect choice for the Malibu brand as his upbeat nature and seriously easy outlook and approach to life perfectly mirrors what Malibu is all about -- helping to kickstart a fun evening for seriously easy good times."
Malibu is light rum flavoured with coconut. Allied Domecq bought the brand in 2002.
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