Bartenders from east London bar Loves Company have been announced as winners of a competition to find the best pimped-up Piña Colada.
Ahead of National Piña Colada Day on Friday (July 10), the two-month competition was run by coconut rum Malibu to find the most fun garnish for a Piña Colada. People entered with pictures and videos shared on social media with the hashtag, #pimpedcolada.
Love Company’s entry (pictured) earned them two tickets to join Malibu for a trip to Bestival on the Isle of Wight this summer, with access to the VIP Lucky Cat hospitality. Click here to view Love Company’s video of their pimped Colada on Twitter.
The competition was part of Pernod Ricard UK’s biggest-ever spend on promoting National Piña Colada Day which will be celebrated by bars, pubs and clubs around the UK.
Joanna Alexander, marketing manager at Pernod Ricard UK, said: “As we enter the final week to National Piña Colada Day, we’ve been ramping up the consumer activations to drive awareness and footfall for bars across the country.
“Free Malibu Piña Coladas will be given away at over 800 bars via a new mobile web app, in a mixture of big name nationals and independent bars across the UKon the 10th and 11th of July. All consumers have to do is visit www.pinacoladaday.co.uk, sign up and find the bars that are taking part.
“The out-of-home activation has kicked off this week with eye-catching 3D pineapple phone boxes, proximity ads that showcase the three nearest bars serving up free Piña Coladas, as well as iconic city billboard advertising across the country.
“We’ll also be launching a national collaborative music video with the classic ‘Escape (The Piña Colada Song)’ song by Rupert Holmes. The video includes posts from consumers, celebs and bartenders who have entered the competition so by the time National Piña Colada Day comes round everyone will be celebrating.”
She also thanked the bartenders who have acted as the campaign’s ambassadors by “inspiring the nation with their own creations and driving awareness for the campaign”. They are JJ Goodman of London Cocktail Club bars, Ali Reynolds of Hawksmoor Spitalfields bar in east London, Sam Fish of Mojo bars in Manchester, Liverpool and Leeds, Mike Aikman of Bramble in Edinburgh, Si Taylor of 81 Ltd in Liverpool and Pablo “Pabsy” Hutton of Cane & Grain in Manchester.
Click here to see a YouTube video of Rupert Holmes singing his 1979 hit “Escape (The Piña Colada Song)”.