“Lick Responsibly!”- A Tropical Twist on OOH Advertising as London Heats Up

By The Malketeer

Oatly and Malibu Shake Up London with Boozy Soft Serve Launch

In a bold move that’s turning heads across the capital, Oatly and Malibu have joined forces to introduce their latest brand collaboration: Piña Oatlada.

The launch campaign, featuring a giant pineapple-shaped cement mixer, is turning heads in the marketing world and beyond.

At the heart of this eye-catching campaign is a colossal cement mixer transformed into a rotating pineapple.

Standing at an impressive 4.5 meters high and 2.55 meters wide, this unconventional mobile billboard made its way past iconic London landmarks, including the House of Commons, the London Eye, and The Shard.

The mammoth mixer, brought to life by Pangolin and conceived by Oatly’s in-house creative team in collaboration with Wieden + Kennedy, took over 40 hours to metamorphose into its fruity form.

It bears the cheeky tagline “Lick Responsibly,” perfectly encapsulating the playful spirit of the campaign.

Blending Creativity and Refreshment

The Piña Oatlada itself is an innovative concoction – an alcoholic, piña colada-flavoured, dairy-free soft serve that promises to be the coolest treat of the summer.

Available at a pop-up location throughout the season, this unique offering is set to quench the thirst of Londoners looking for a refreshing twist on traditional summer drinks.

Behind the Scenes: A Collaborative Effort

The campaign showcases the strengths of both brands and their creative partners.

Oatly spearheaded the Out-of-Home concept, while Wieden + Kennedy London lent their expertise to design the campaign’s logo and supporting photography.

In a stroke of genius, the agency also introduced an edible cocktail cone, adding another layer of innovation to the collaboration.

Overcoming Challenges with Humour

Martin Ringqvist, Oatly’s Executive Creative Director, humorously commented on the process: “If you think adulting is hard, try getting a soft serve campaign approved by two sets of lawyers.”

He added, “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.”

Capturing the Essence of Summer

Adam Crockett, creative at Wieden + Kennedy, explained the agency’s approach: “We wanted to capture the spirit of unapologetic and unnecessarily over-the-top summer for the Piña Oatlada launch. The world’s first edible cocktail cone and an alcoholic dairy-free soft serve later… and I think we’re nearly there.”