Giant Pineapple-Shaped Mixer Takes to London for Malibu and Oatly’s Piña Oatlada Ice Cream

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 2nd 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 of Malibu and Oatly’s giant pineapple-shaped cement mixer came from London-based communications agency Pangolin, who also brought the stunt to life. 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 mixer stunt is accompanied by an OOH campaign - 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 2nd August, at 83 Rivington Street, EC2A 3AY.