Pernod Ricard UK has redesigned the bottles of its Malibu brand to appeal to a wide number of consumers and roped in London-based AnalogFolk as the global digital agency for Malibu.

AnalogFolk will work on developing global digital strategy, platform development, mobile, content creation and social media for all the Malibu brand products.

Pernod Ricard Malibu and Kahlua global brand director Katarina Nielsen said the appointment of AnalogFolk shows their commitment towards using digital mode of communications.

The newly designed bottle of the rum feature slender, high shoulders with clear window at the bottom and an updated typography.

Pernod Ricard UK marketing director Patrick Venning told Harpers they are confident that the new look of the brand will make it busy on retail shelf or back-bar.

"Research has shown that consumers love the updated look and we would encourage our retail partners to stock up in the run up to key spring and summer sales period," Venning added.

The new designs of bottle will be implemented on 1l and 700ml bottle formats.

However, the newly designed 1l bottle will be out in March 2013, whereas the 700ml bottle will be rolled out in May 2013.

To support the launch of 700ml bottle format, the company will run a promotion across the UK off-trade markets.