Skip to contentMalibu x Oatly: The Piña Oatlada!
The Brief
Our challenge was to boost awareness of Malibu’s collaboration with Oatly and the new tasty, and boozy, Piña Oatlada soft serve. The goal was to spark a media frenzy through earned media coverage, drive football to the pop-up clubhouse, Paradise Arches, and create explosive spikes in search and social conversations.
The Insight
With pop-ups appearing every day across summer in London, we were going to have to do something a bit different to grab attention and get people to stop in their tracks. Luckily for us we had some great ingredients to work with – two iconic brands mixing together, and some delicious soft serve. Hmm…mixing together you say?!
The Creative
To stir up initial excitement and buzz, we dreamed up a stunt that would perfectly mix the two brands. The result? A giant, rotating pineapple-shaped cement mixer, serving up a full dose of Piña Oatlada flair!
Kicking off in Potters Field Park, we launched our show-stopping stunt with the help of British TV presenter AJ Odudu. She was the first to sample the soft serve, pouring it straight from the pineapple mixer.
Next, we took the pineapple mixer on a tour of London, cruising past landmarks like the Shard, Houses of Parliament, and the London Eye. We wrapped up at Battersea Park, surprising lunchtime strollers with a free taste of the Piña Oatlada.
Our launch day didn’t stop there, we then headed over to East London for the opening party of the Malibu x Oatly pop-up clubhouse in Paradise Arches. We hosted top tier media across national, consumer lifestyle and listings, as well as micro and macro influencers. To take everyone on the journey with us, we ran cocktail masterclasses, had a bar exclusively pouring the soft serves, and—best of all—some fabulous drag shows that stole the spotlight!
The Results
With its eye-catching imagery, larger-than-life stunt, talent, and lively consumer activation, this campaign really shook things up, sending coverage through the roof across both earned and social media.
x42 pieces of coverage secured, including Daily Mirror, Daily Star and Metro – amassing 241M reach
+8M social reach
100% campaign mentions
100% positive sentiment
94% of all coverage had campaign imagery
215 people hosted at Paradise Arches
- Event achieved
40+ pieces
of social content alone - Sentiment
100%
Positive - Surpassing
8M+
social reach
“Pangolin’s creativity and strategic execution made our Malibu x Oatly campaign a tremendous success, sparking excitement and significantly raising awareness of the Piña Oatlada soft serve.”