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.”
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
