Don't Drink and Dive

"1 in 4 drownings in the UK are linked to alcohol. As a brand commonly enjoyed on beach holidays, we focused Malibu Rum's responsible drinking efforts on this overlooked issue and drive meaningful change." So Malibu partnered with the UK national treasure, the Olympic diver (and famous knitter) Tom Daley and the Royal Life Saving Society to create a range of knitwear with a simple message. Don't Drink and Dive. We launched when conversation around Tom was at its highest; the conclusion of the Paris Olympics, and his retirement with a PSA starring Tom and some fetching knitted speedos.