Malibu and Oatly unite to launch Piña Oatlada: a dairy-free summer delight

This partnership is aimed at addressing the needs of drinking-age consumers who are finding it challenging to cope with adult pressures. A joint survey conducted in the UK revealed that over half (53%) of respondents desire more time to escape adult responsibilities, citing factors such as bill payments, meal planning, the political climate, and the British weather. Similarly, a Gallup poll in Germany found that 80% of adults experience stress, with a third suffering from constant stress.

The Piña Oatlada is set to redefine the taste of summer and offer a momentary escape from these pressures. To celebrate the launch, Malibu and Oatly are opening Paradise Arches, an exclusive pop-up clubhouse in London’s Shoreditch district. From July 12th to August 2nd, guests can enjoy Malibu x Oatly-inspired cocktails, light bites, and complimentary Piña Oatladas.

Elevating the experience, the Piña Oatlada will be served in the world’s first ‘cocktail cone’ – an edible piña colada glass crafted by the creative agency Wieden+Kennedy London in collaboration with Bompas & Parr, experts in experimental gastronomic design. This innovative cone required extensive development, including deciding on mold designs, refining a vegan batter recipe, and ensuring even baking with a customized sandwich press.

Paradise Arches is just the beginning of a series of activations across Europe to celebrate this collaboration. The Piña Oatlada soft serve will also be available at select bars in the UK and will travel to festivals like All Points East in London, Superbloom in Germany, and Way Out West in Sweden.

Craig van Niekerk, VP of marketing at Malibu, expressed excitement: “We’re thrilled to launch the new Piña Oatlada soft serve. Malibu has always been about bringing out the spirit of summer and enabling good times – something our research shows we all need. The Piña Oatlada combines two great-tasting brands for the ultimate summer flavor, helping everyone unplug and enjoy the season.”

Martin Ringqvist, executive creative director for Oatly, added: “Adulting is tough, but getting a soft serve campaign approved by two sets of lawyers is tougher. We’re always exploring new and unexpected ways for people to experience our brand, and Malibu is the perfect partner to introduce our oats to the nightlife scene. Just remember to lick responsibly.”

Adam Crockett, creative at W+K London, remarked: “Creating an ice cream cone in the shape of a Piña Colada glass is as complex as building a Hadron Collider. After months of research, we’re proud to bring this unique boozy soft serve to life.”

Sam Bompas, co-founder and executive creative director at Bompas & Parr, said: “Developing this original product has been a labor of love, involving a lot of batter. We believe this could be the future of ice cream!”

Photo by foodanddrinktechnology.com