When Malibu launched its “Get Ready With Malibu Pink” campaign this spring, the rum brand had all the necessary ingredients for a modern influencer campaign. Creator partnerships with Sabrina Brier and other influencers, on-trend “get ready with me” style videos, all centered on the debut of a new flavored rum with guava, coconut, and pineapple. But there was also one element that was surprisingly new terrain for Malibu’s parent company Pernod Ricard: its first major campaign designed specifically for TikTok . A platform once off-limits Until very recently, alcohol brands like Malibu were completely absent from TikTok. But over the past two years, TikTok’s stronger age-gating protocols, which help guarantee to marketers like Malibu that the content they publish is only seen by legal-age users, have opened the platform for greater experimentation. The growing, cross-generational popularity of TikTok, with four in ten U.S.…