Thumbs Down

Teen idol and reggae star Shaggy is the new "personality" of Allied Domecq Spirits' Malibu brand rum.

to Allied Domecq Spirits for signing teen idol and reggae star Shaggy to be the “personality” for their Malibu brand rum. Promotions include his 2004 concert tour, radio advertising, and on- and off-premise merchandising. Shaggy’s strong youth appeal is evident in the two Teen Choice Awards he won in 2001. By inappropriately targeting underage youth, this marketing partnership violates several provisions of the Distilled Spirits Council of the U.S. (DISCUS) “Code of Responsible Practices.”