Malibu and Oatly Send a Giant Pineapple-shaped Mixer Around London in OOH Stunt to Launch New Piña Oatlada Dairy-Free Ice Cream

Oatly’s creative team and Wieden+Kennedy London joined forces to develop the OOH, and communications agency Pangolin activated the mixer.

The number one white rum-based coconut spirit, Malibu and Oatly, the world’s original and largest oat drink company, have sent a giant pineapple-shaped cement mixer into the streets of London to mark the launch of the Piña Oatlada.

The Piña Oatlada is an alcoholic, dairy-free, piña colada-flavoured soft serve ice cream designed to help consumers unplug this summer. The Piña Oatlada’s timely launch comes as research commissioned by Malibu and Oatly found almost half (45%) of all UK adults admit they’re struggling with obligations that come with being a grown up. The product will be served throughout July until 2^nd August at a pop-up in London’s Shoreditch district; Paradise Arches, as well as select Oatly festival activations.

Standing at 4.5 metres high and 2.55 metres wide, the idea behind Malibu and Oatly’s giant pineapple-shaped cement mixer came from London-based communications agency Pangolin, who also brought the stunt to life [1].  The mixer took over 40 hours to transform into a giant rotating pineapple. Onlookers were stunned to see a giant spinning pineapple driving around central London, accompanied at volume by the nostalgic sounds of an ice cream truck.

The huge tropical fruit navigated the streets of England’s capital past iconic landmarks, including The Shard, Houses of Parliament, and the London Eye, stopping tourists and commuters in their tracks. Finishing at Battersea Park, consumers could then sample the cocktail-themed treat.

The creative work was a collaborative effort between Oatly’s creative team and global creative agency Wieden+Kennedy London. Oatly led the OOH concept with W+K supporting the photography look and feel, while W+K also designed the campaign logo, the tagline ‘Lick Responsibly’, and an edible cocktail cone.

A giant static billboard at 150 Shoreditch featuring the key campaign creative seeks maximum visibility for the pop up at Paradise Arches.

Other OOH near Paradise Arches features the campaign tagline ‘Lick Responsibly’.

Craig van Niekerk, VP of Marketing at Malibu, said: “We’re so excited to be launching the new Piña Oatlada soft serve. As a brand, Malibu has always been about bringing out the spirit of summer and enabling good times. What better way to do this than to bring the good times to the streets of London with our cement mixer showing how two brands have come together for the collaboration that no one asked for. Our delicious new Piña Oatlada combines two great-tasting brands to create the ultimate taste of the season, it’s the perfect way to unplug and enjoy the summer.”   

Martin Ringqvist, Executive Creative Director for Oatly, said: “If you think adulting is hard, try getting a soft serve campaign approved by two sets of lawyers. We’re always searching for new and unexpected ways for people to experience our brand and Malibu is a perfect partner to launch our glorious oats into the nightlife scene. Just be sure to lick responsibly.”

Adam Crockett, Creative at W+K London, said: “We wanted to capture the spirit of an unapologetic and unnecessarily over-the-top summer to launch Malibu and Oatly’s Piña Oatlada. The world’s first edible cocktail cone and an alcoholic dairy-free soft serve later… and I think we’re nearly there.”

Paradise Arches in Shoreditch is open every Wednesday to Sunday from now until 2^nd August, at 83 Rivington Street, EC2A 3AY.  

For more information and a full breakdown of the range of ticketed acts and events on offer visit oatly.com/malibu

ENDS

About Oatly

We are the world’s original and largest oat drink company. For over 25 years, we have exclusively focused on developing expertise around oats: a global power crop with inherent properties suited for sustainability and human health. Our commitment to oats has resulted in core technical advancements that enabled us to unlock the breadth of the dairy portfolio, including alternatives to milk, ice cream, yoghurt, cooking creams and spreads. Headquartered in Malmö, Sweden, the Oatly brand is available in more than 20 countries globally.

About Malibu 

With its iconic white bottle and palm tree logo, Malibu is the number one white rum-based coconut spirit in the world with more than 4 million cases sold in more than 150 countries each year. Made with white rum, the original coconut-flavoured liqueur is a staple in famous cocktails such as piña coladas and daiquiris. Its portfolio brings the refreshing taste of summer, inspiring a mindset of spontaneity and fun where the sun shines all year round – wherever you are in the world, Malibu invites you to do whatever tastes good.

Discovered in the late 1970s, Malibu has been part of the Pernod Ricard Group since 2005 and today, the original Malibu flavour is more popular than ever. In recent years, Malibu has continued to embody the spirit of summer by introducing a range of flavoured liqueurs, together with a selection of ready-to-drink cocktails, of which more than one million cases are sold each year. For more information on Malibu click here.

About Pernod Ricard 

Pernod Ricard is a worldwide leader in the spirits and wine industry, blending traditional craftsmanship, state-of-the-art brand development, and global distribution technologies. Our prestigious portfolio of premium to luxury brands includes Absolut vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur and Mumm and Perrier-Jouët champagnes. 

Our mission is to ensure the long-term growth of our brands with full respect for people and the environment while empowering our employees around the world to be ambassadors of our purposeful, inclusive and responsible culture of authentic conviviality. Pernod Ricard’s consolidated sales amounted to € 12,137 million in fiscal year FY23. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code: FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.

About Wieden+Kennedy

Wieden+Kennedy is an independent, global creative company that has built and transformed some of the world’s most well-known, exciting brands for over forty years. Offering world-class creative, media, social, design and strategy operations, W+K is driven by a core mission—using creativity to help brands breakthrough in culture and bring value to people.

About Pangolin

Pangolin is a rare breed of communications agency centred on the belief that creativity should earn attention, not pay for it. For over a decade, Pangolin has been helping the world’s biggest brands spark conversation by making the complex simple, and digging deep to uncover creative ideas that authentically grab people’s attention.