Malibu, Oatly Bring Giant Pineapple to the Streets of London

Alcoholic beverage brand Malibu and oat milk company Oatly have banded together for "Lick Responsibly," an exciting new out-of-home (OOH) campaign taking place in the streets of London. 

With the help of agency Wieden+Kennedy London, the two brands are making waves with a giant pineapple-shaped cement mixer driving around town to promote the new "Piña Oatlada" beverage. 

The cement mixer, which measured 4.5 meters in height and 2.55 meters in width, was activated by communications agency Pangolin, piquing the curiosity of Londoners. 

"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," shared Craig van Niekerk, VP of Marketing at Malibu.

W+K London Creative Adam Crockett further expounds that the campaign aims to capture the "spirit of an unapologetic and unnecessarily over-the-top summer." 

A Sweet Treat for Adults

The latest marketing effort and product launch was brought about by the insight that an estimated 45% of all U.K. adults struggle with obligations that come with being, well, an adult. 

And there's no better way to ease their worries than unwinding with a dairy-free cocktail topped with soft-serve ice cream. 

 

 

 

 

 

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Martin Ringqvist, executive creative director at Oatly, hilariously shared that if you think adulting is hard, you can "try getting a soft serve campaign approved by two sets of lawyers."

Ringqvist continued, saying that the brand is always in search of new and unexpected ways for people to experience Oatly, and that's why Malibu is the perfect partner to launch its "glorious oats in the nightlife scene."

The Piña Oatlada will be available in London's Shoreditch district, Paradise Arches, and several Oatly events until August 2.

To support the efforts, a giant static billboard featuring the key campaign creative has been put up at 150 Shoreditch.

The oat milk brand has widely been known for its unconventional marketing antics. 

Previously, Oatly fought Big Dairy at the 40th annual ice cream social held by the International Dairy Foods Association to bring light to the dairy industry's massive carbon emissions and water usage.