Malibu and Oatly collaborate to create a dairy-free, piña colada-flavoured soft serve
The number one white rum-based coconut spirit, Malibu and Oatly have announced a partnership with the launch of the ‘Piña Oatlada’ – a dairy-free piña colada-flavoured soft-serve, with a touch of alcohol.
The collaboration comes against the backdrop of drinking-age consumers “struggling to navigate the pressures of adulthood”.
Malibu and Oatly conducted a survey in the UK that revealed more than half of respondents (53%) expressed wanting more time to escape adult responsibilities, citing paying bills, meal planning, the political landscape and British weather as factors that add pressure to their lives. Similarly, in Germany it was found that eight in ten German adults consider their lives to be stressful, and a third suffer from constant stress (source: Gallup).
With the launch of the Piña Oatlada, the brands set to redefine the taste of summer and help consumers unplug.
To launch the collaboration, Malibu and Oatly are opening Paradise Arches, an exclusive clubhouse in London’s Shoreditch district. From Friday 12th July to Friday 2nd August, guests will have the chance to enjoy Malibu x Oatly-inspired cocktails, light bites and complimentary Piña Oatladas.
To take it up a notch, the boozy treat will be served in the world’s first ‘cocktail cone’, an entirely edible piña colada glass created by creative agency Wieden+Kennedy London. This culinary engineering marvel was no mean feat to create. W+K partnered with experimental gastronomic design experts, and founders of the British Museum of Food, Bompas & Parr, to create this piece of dessert history for this collaboration.
There were a number of challenges to overcome, from deciding whether to use a 2- or 4-part mould, to refining a vegan batter recipe and creating a consistent heat to ensure an even bake. Eventually, it was decided that a sandwich press with the moulds retrofitted on was the best solution, to make the difficult shape expertly by hand. This never-before-seen style of cone will be available at Paradise Arches while stocks last.
Paradise Arches is the first in a series of activations across Europe to celebrate the brand collaboration. The Piña Oatlada soft serve will also be available for consumers of legal drinking age in select bars across the UK, before travelling to festivals such as All Points East in London, Superbloom in Germany and the VIP bar at Way Out West in Sweden.
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 – something our research has shown we’re all in serious need of right now. 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: “It turns out that creating an ice cream cone in the shape of a Piña Colada glass is basically as challenging as building a Hadron Collider. But after months of research, we’re proud to bring this essential piece of boozy soft serve history to life”.
Co-founder and executive creative director at Bompas & Parr, Sam Bompas, said: “The development of this completely original product has been a real labour of love, sweat and excessive amounts of batter for our Development team, and we’re so excited to have created something that we believe could very well be the future of ice cream!”
