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Olympic diver Tom Daley partners with Malibu
Olympian Tom Daley has hung up his regular diving trunks for a knitted pair in a new partnership with Pernod Ricard’s Malibu brand.
Malibu has announced the launch of a new responsible drinking campaign with Olympic gold-medalist Tom Daley and the Royal Life Saving Society UK (RLSS UK).
The Pernod Ricard-owned coconut liqueur brand launched its ‘Don’t Drink and Dive’ campaign with Daley today (14 August) to raise awareness for water safety.
‘Don’t Drink and Dive’ aims to draw attention to the fact that 1 in 4 drowning incidents in the UK are alcohol related. Malibu has launched a limited-edition capsule collection of knitted apparel as part of the campaign.
Daley, the most decorated diver in British history, is also an avid knitter. Having created his own jumper for the 2024 Paris Olympic Games, the diver is now applying his penchant for knitting to Malibu’s responsible drinking campaign.
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The collection, featuring the ‘Don’t Drink and Dive’ message and worn by Daley for the campaign, includes knitted swim briefs, sunglasses, a bucket hat and sliders. The capsule collection is available to buy from Daley’s own Made With Love brand, with all proceeds from every purchase being donated to RLSS UK.
Craig van Niekerk, Malibu’s VP of marketing, said the campaign “signals Malibu’s fully committed ambition to leveraging a long-term responsible drinking, behaviour-change platform, which raises awareness of the very real risks surrounding alcohol consumption near water”.
Malibu has also pledged financial support and resources to RLSS UK following the campaign’s launch.
Matt Croxall, charity director at the Royal Life Saving Society UK, said: “This campaign – whilst on the surface appearing light-hearted – seeks to resonate and deliver a lifesaving message around the importance of not drinking alcohol and getting into water in any capacity. We’re delighted to have this opportunity to work alongside Malibu and Tom Daley on this quirky campaign which is bringing to life the dangers of drinking alcohol in or around water.”
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