Survey: What's more taboo than swimming naked?

    Malibu(R) Rum celebrates the approaching summer season with a look at
    Canadians' views on all things summer

    TORONTO, June 10 /CNW/ - Despite the fact it is almost impossible for
Canadians to find a vacant patio chair on sunny Friday afternoons in the
summer, only 33 per cent admit to playing hooky or calling in sick to enjoy
the warm weather. In fact, according to the recent Malibu(R) First Day of
Summer Survey(*) conducted by Leger Marketing, a higher percentage will actually
celebrate the summer season with a skinny-dip (40 per cent).
    "Malibu knows patio season as well as anyone, but we had a good laugh
when these results came in," says Kirsten Devitt, Brand Manager, Malibu(R)
Rum. "Sure it's taboo to admit skipping off work to enjoy a cocktail, but I
would never have expected it to be more taboo than swimming naked! I just hope
everyone is using sunscreen."
    A predilection for skinny dipping is not all the national survey
revealed. Canadians also reported that swimming is not the only warm-weather
activity that causes them to shed their clothes: one in ten admit they will
bare all to avoid the nuisance of tan lines this summer.
    Amongst the cocktailing crowd, pineapple is the choice for Summer 2008,
with 33 per cent of Canadians agreeing that pineapple drinks are their
favourite flavour to savour. Other popular taste selections included mango,
passion fruit, coconut, and banana.

    Other survey highlights include:

    -   Seventy-five per cent of Canadians said that a thong bikini was the
        number one thing they wouldn't want to see on a man at the beach this
        summer. The thong beat out back hair and tie-dyed apparel by a

    -   Forty-nine per cent of Canadians have admitted to picking a bathing
        suit wedgie when they thought no one was looking. Hint: there's
        always someone looking.

    -   The number one must-have fashion accessory for the summer, according
        to nearly half (45 per cent) of Canadians, is a great pair of
        sunglasses. We're hoping only during the day, because wearing
        sunglasses at night is so 1980's.

    "While the number of Canadians who are willing to admit to taking an
unofficial day off is surprisingly low, the patios seem to tell a different
story on sunny Friday afternoons," says Devitt. "I'll be conducting my own
informal research on patios across Canada this summer. But don't worry: your
secret will be safe with me."

    (*)Survey was commissioned by Malibu Rum and was conducted by Leger
    Marketing using Leger Web between May 7th and May 11th, 2008. With a
    sample of 1,536 results can be considered accurate to within 2.5 per cent
    (19 times out of 20).

    Please enjoy our products responsibly after your favourite activity.

For further information:

For further information: and Malibu-inspired summer cocktail recipes
contact: Laura Holding, (416) 960-5100 x246,; Ava
Tsinman, (416) 960-5100 x291,

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