Gui Pasculli

Gui Pasculli began his career in Brazil 15 years ago, a journey that has taken him via the 2016 Rio Olympics working on clients such as Nike to London, where today he oversees partnerships for Malibu in his role of Head of Culture and Partnerships for Malibu.

Can you tell us about an exciting project you have worked on recently?

My first project – the Malibu collaboration with Oatly was a great experience. At Malibu, we want to avoid the obvious. We wouldn’t likely partner with a sun-screen product or flip-flop brand because it’s expected – it wouldn’t spark any interesting conversations. We are always looking to do something with a partner that Malibu couldn’t do in isolation. The project strategy I received was about unleashing good moments – making people disconnect from the stresses of life and have a good time, no matter what comes their way. People are under pressure to do things perfectly. Even planning for a holiday means finding the perfect ticket, the perfect location and the perfect hotel – it can be overwhelming. We want to help people to unplug. We saw an opportunity to collaborate with Oatly using its cheeky and cool tone of voice that would complement and amplify our message about having a good time. Oatly is an unexpected partnership – a soft serve ice cream is not a speciality of ours nor Oatly’s and it’s fun!

How does the idea of conviviality manifest itself in the work environment at TAG?

It is a very open-minded environment and there is the space for you to be yourself; you have the freedom to pitch ideas that you believe are strong enough for the brands to pursue. I’m based in London and my team is based in Stockholm. Even on my last project, our partner, Oatly was based in Italy. Despite the different locations, we understood each other’s different ways of working. We had moments of fun, whether in the office in Stockholm, on a photo shoot or at a post-production meeting. Conviviality translated into making work processes as enjoyable as possible – not only in person but also when we are connecting, wherever we are based, online. 

What has been your proudest moment at TAG?

I have done some incredible projects for Malibu, Absolut and Kahlúa – and I’d say that the launch of Absolut’s paper bottle in 2023 for commercial use for the first time (it was just a prototype before), was very cool. But the Oatly collaboration stands out for me. It was a very intense project but I’m proud of it because it tries to reach consumers in a different and unexpected way, beyond what a single product can.

What’s your favourite cocktail?

I do like a very good negroni and variations of a negroni. But I like to ‘live’ the brands that I’m working with. When I worked for Nike, I wore Nike trainers. So now, as I am working with Malibu, I am getting more and more into piña coladas – I’m serving them to my friends at BBQs to spread the word and when I travel back to Brazil, I always have a bottle of Malibu in my luggage!