Drinkers can now show some summer lovin’ to the key ingredient in their cocktails, as Corby Distilleries has turned the Malibu rum brand into a blank canvas with its ‘Malibu by U’ bottle. The limited-edition bottle comes with four Caribbean-inspired markers that consumers can use to personalize the label and create a keepsake from their tropical-themed parties.

The social media campaign, targeting 19- to 24-year-olds, includes videos of Toronto tattoo artists such as David Glantz of Toronto’s Archive Tattoo, and cult-favourite fashion designers from the Toronto-based Damzels in This Dress label, designing their own Malibu rum bottles. The videos are posted on Malibu’s YouTube channel. Consumers can also use a virtual paintbrush and crafty extras like beach sand and water drops to design their own bottle on the brand’s microsite, for the chance to win a trip to Barbados.

The campaign videos and social media strategy were developed by Toronto’s Harbinger Communications, while the social media components – the YouTube channel and Facebook page – are managed by Toronto-based Vortex Mobile.

‘This is an opportunity to truly express your creativity by designing something that is personal and unique,’ Kirsten Devitt, senior brand manager, Corby Distilleries, said in a release.