“CLOCK OFF!” Malibu Partners with Brian Cox to Urge Americans to Ditch Overwork
Malibu and famous TV workaholic remind consumers how great life can be when you actually finish work on time
Malibu, the world’s number one white rum-based coconut liqueur,¹ has teamed up with award-winning actor Brian Cox to remind everyone to “Clock Off” and ditch overwork in a second installment of the brand’s “Do Whatever Tastes Good” campaign. While Cox is famous for his roles playing tough-as-nails characters, this summer he’s embracing his sunnier side in a new Malibu campaign encouraging work-life balance.
The campaign launches after a recent Malibu study² found that Americans are working an average of 15 extra hours per week, totaling to nearly eight extra working days per year – which doesn’t bode well for making well-deserved happy hours. To combat this, Malibu encourages the overworked masses to clock off and kick back with friends over a round of delectable cocktails or whatever tastes good.
“Contrary to the characters I play, I’m all about celebrating the enjoyment of life and taking time off for the people and things that matter. In some roles I was consumed by work, control, and power, and never knew when to clock off,” Brian Cox said. “But the reality is, we all need to disconnect if we want to enjoy what life has to offer. The ‘Do Whatever Tastes Good’ campaign by Malibu is about reminding people that their free time is sacred and should be enjoyed, and this is a message I support.”
In the campaign’s first ad, Cox trades in his usual serious demeanor for a more playful, laid-back vibe. Sporting an uncharacteristically bright pink suit, at 5:01 pm sharp he roller skates out of the boardroom in pursuit of unwinding with a Malibu Piña Colada on the beach, blissfully enjoying his after-hours freedom.
While Cox is all about clocking off on time, the campaign highlights a growing issue: the rise of “disguised overtime.” Survey results² reveal that Americans aren’t unplugging from their jobs.
- The average worker juggles 28 lines of communication after hours weekly, adding up to over 17 hours of unpaid overtime per month without even realizing it.2,3
- 71% of Americans feel pressured to work overtime.
- 1 in 5 Americans report feeling overworked.
“We understand that work is a meaningful part of life—it provides purpose, structure, and a way to contribute. But it’s overwork—not work—that’s wearing us down. At Malibu, we’re all about inviting people to unplug and enjoy life,” Craig van Niekerk, Malibu VP Marketing, said. “Building on the positive, free-spirited energy of our first ‘Do Whatever Tastes Good’ campaign, our ‘Clock Off’ message feels more important than ever. In a world that rarely stops, we’re reminding everyone to slow down, prioritise joy, and make time for what truly matters. So, clock off on time, enjoy a Malibu Piña Colada, and keep that summer feeling going all year long.”
Ready to embrace your summer self and Clock Off with Malibu? Learn more about the Do Whatever Tastes Good campaign by visiting Malibu’s website at https://www.malibudrinks.com
1Source – IWSR 2023
2Survey of 13,000 adults – 2,000 UK adults, 2,000 US adults, 2,000 French adults, 2,000 Spanish adults, 2,000 German adults, 2,000 Italian adults, 1,000 Greek adults conducted by independent research agency One Poll 21st March and 31st March 2025
3Based on the average piece of communication taking 10 minutes, so 28 times equates to 4hrs 40mins per week, 17 hours per month = over 2 days
