MALIBU X OATLY
A COLLAB NO ONE ASKED FOR…BUT EVERYBODY NEEDS
Malibu and Oatly joined forces to redefine the taste of summer. This inevitable collaboration came about as new research showed that nearly half of all UK adults admit they’re struggling with being a grown up. And even more wish they had more time to escape the obligations of everyday adult life. Even for an hour-long vacay. Put your hands up if that’s you!
Malibu has always been about bringing out the spirit of summer and enabling good times. Something everyone is in serious need of right now. While Oatly is always searching for new and unexpected ways for people to experience the glory of oats.
Say hello to the:
The brands collided to make a product nobody imagined, the “Piña Oatlada”. The world’s first-ever alcoholic Piña Colada flavoured, dairy-free soft serve ice cream, served in the first-ever edible cocktail-shaped cone designed to give consumers the momentary escape everyone craves. Imagine the classic taste of a Piña Colada blended with creamy Oatly soft serve.
The perfect way to unplug and enjoy the summer…just be sure to Lick Responsibly!
The unconventional partnership called for a debut to match. Time to roll out a giant 30ft ice-cream churning pineapple on wheels!
An enormous and unexpected visual interpretation of the two iconic brands quite literally mixing up the taste of the summer. And what an entrance it made. Rolling through the streets of London, the soft-serve serving truck (yes…the truck actually churned out Piña Oatladas) was stopping traffic and turning heads, before heading to its final destination, Paradise Arches - the Malibu x Oatly pop-up in East London.
Hosted at Paradise Arches, the pop-up was an adults’ playground, offering a
much-needed break from the mundanity of daily life.
The Piña Oatlada flowed freely on tap, paired with a three week itinerary of curated entertainment, quickly making it the ultimate destination for anyone looking for a momentary escape.
To help amplify the events, a partnership with Stylist magazine was forged, which included a dedicated cover page for its print edition. The media outlet also provided dedicated editorial detailing the events as well as promote ticket sales.
To directly reflect the epic pairing that is Malibu x Oatly, another fitting talent duo was recruited to help spread the word. TV presenter and content creator AJ Adodu and well-known social-first content creator Max Belagde fronted the launch to drive social hype and footfall to Paradise Arches.
.png)
.png)
Additional influencers were invited down to help amplify the partnership and events.
.png)
_PNG.png)
.png)
.png)
.png)
.png)
We could tell you more, but the results speak for themselves…
710k+
Organic social impressions
6.75%
Average talent social engagement
2.2M
potential reach
Hypebeast and Hypebae partnership
19
Sold out events
3.4k
Guests through the door
2.8k
Cocktails served
Giant pineapple cement mixer promotes Oatly and Malibu collab
