Malibu Rum was sold by Diageo to Allied Domecq for £560m ($630m) in 2002 and later to Pernod Ricard Advertising campaigns label it "Seriously Easy Going" and usually features people from the Caribbean taking life seriously, in a parody of the stress associated with the Western urban lifestyle, with a voiceover at the end saying "If people in the Caribbean took life as seriously as this, they would never have invented Malibu. It's seriously easy going
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