The world’s original and largest oat drink company, Oatly, and the great tasting white rum-based coconut spirit, Malibu, have partnered to redefine the taste of summer with the launch of the “Piña Oatlada” – an alcoholic, piña colada-flavoured dairy-free soft serve ice cream. The Piña Oatlada’s timely launch comes as almost half (45%) of all UK adults admit they’re struggling with obligations that come with being a grown up.
To launch the collaboration in style, Malibu and Oatly are opening an exclusive clubhouse in London’s trendy Shoreditch district – Paradise Arches. From Friday 12th July to Friday 2nd August, Paradise Arches will serve as the ultimate summer-escape destination. Guests will have the chance to enjoy Malibu/Oatly-inspired cocktails, light bites, and, of course whilst stocks last, a complimentary Piña Oatlada soft serve (1.5% ABV), made with Oatly’s delectable soft serve ice cream and Malibu. Suitable for vegans, as well as being dairy and soy-free, it delivers the cold, creamy texture of soft serve ice cream but made with delicious oats.
For the duration of its residence in Shoreditch, Paradise Arches will play host to an array of ticketed events – from world-famous DJ sets such as Saffron and Pxssy Palace, to iconic group nights out such as drag bingo’s ‘Party with Ginger’, group karaoke brand, Massaoke and the iconic Mam Sham supper club. The venue will also be open during the day Thursday – Sunday, including daytime brunch parties, fitness classes and a cabaret show from The Bitten Peach.
Paradise Arches kick starts a series of exciting activations across Europe to celebrate the brand collaboration. The Piña Oatlada aims to bring a touch of tropical paradise to each and every venue at which it appears, offering an unmissable moment of escape from the daily grind to adults everywhere.
The collaboration comes as new research by Malibu and Oatly reveals almost a quarter (23%) of Brits admit they’re struggling to switch off due to adult responsibilities. Cooking dinner (25%), the current endless political drama (23%), and the unpredictable British weather (23%) were all cited as key ‘adulting’ challenges the nation is finding especially trying at the moment.
The study showed that over half (53%) of all UK adults wish they had more time to escape from the grown-up responsibilities of everyday life and that almost a quarter (23%) would welcome the idea of a “one-hour vacay”. When they do find the time, watching live music (28%), going out to socialise (20%), and enjoying a cocktail (17%) were found to be some of the top ways to switch off. Malibu and Oatly have launched the Paradise Arches so that Londoners can switch off from adulting and find that bit of reprieve!
AJ Odudu, Malibu x Oatly’s brand ambassador, said: “It can be so hard to switch off when you’ve got so many responsibilities, but I think we all deserve the opportunity to take a break and enjoy the longer days and, hopefully, sunny weather. I also find it’s easier to unwind when I can take a complete step away from reality, even if just for an hour. I’m delighted to have partnered with Malibu and Oatly to launch the new Piña Oatlada soft serve – it’s delicious. Grab yours at East London’s newest spot, Paradise Arches – the perfect place to relax and escape the relentless grind of adulting!”
“We’re so excited to be launching the new Piña Oatlada soft serve,” said Craig van Niekerk, VP of Marketing at Malibu. “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.”
“If you think adulting is hard, try getting a soft serve campaign approved by two sets of lawyers,” said Martin Ringqvist, Executive Creative Director for Oatly. “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!”
