Malibu and Oatly sent a giant pineapple shaped cement mixer through London with the tagline “Lick Responsibly”, to kick off the launch of their new Piña Oatlada brand collaboration.

They drove it past the House of Commons, the London Eye and The Shard to show off the drink, which is an alcoholic piña colada-flavoured, dairy-free soft serve which will be available at a pop up throughout summer.

Brought to life by Pangolin, the giant mixer stands at 4.5 metres high and 2.55 metres wide. It took over 40 hours to transform into a giant rotating pineapple.

It is also accompanied by further out-of-home work including a static billboard at 150 Shoreditch, which seeks to draw passers by to the nearby pop-up at Paradise Arches where the drink will be served until 2 August.

Additional work for the wider campaign was done by Wieden + Kennedy and Oatly’s in house team.  Wieden + Kennedy designed the campaign’s logo, supporting photography and also made the addition of an edible cocktail cone for the collaboration (and we know Malibu is a fan of brand collaborations).

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“If you think adulting is hard, try getting a soft serve campaign approved by two sets of lawyers,” said Oatly executive creative director Martin Ringqvist.

“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.”

Wieden + Kennedy creative Adam Crockett explained the agency wanted to capture the spirit of “unapologetic and unnecessarily over-the-top summer” for the Piña Oatlada launch.

“The world’s first edible cocktail cone and an alcoholic dairy-free soft serve later… and I think we’re nearly there,” he added.