A company specialising in producing oat-based alternatives to dairy products.
What could be so controversial and stand out about that? Well, we’ll tell you.
Oatly's marketing strategies have played a significant role in establishing its
engagement, using a distinctively playful and teasing brand voice. Their
marketing takes witty snipes at non-vegan products with taglines, such as
"It's like milk, but made for humans" and "Wow, no cow!” Being so upfront on
their ethical positioning has helped the brand stand out in a crowded market.
This, and the brand’s celebrity collaborations have generated substantial
online buzz, helping to convey its commitment to sustainable, vegan
consumption. They embrace their stance on animal products and even have a
website dedicated to their haters - fckoatly.com. Oatly has cleverly targeted
coffee shops and cafes, positioning its oat milk as the preferred alternative for
baristas with a conscience.
This approach injected Oatly straight into the veins
of the coffee industry, which generates an estimated $200 billion each year, as
many consumers embraced oat milk as a superior option for lattes and
cappuccinos, not only for their health benefits but as an emotion-based
decision. And therein lies their genius. Creating a buzz around the way their
customer feels when buying their product, leading them to better choices for
their environment and the lives of other animals. The brand's success has
inspired other companies to develop oat-based products, leading to
increased accessibility of non-dairy food options. This sparked conversation
about the environmental impact of the food industry, pushing both
consumers and manufacturers to re-evaluate their choices.
Oatly has revolutionised the non-dairy market with its oat-based products,
captivating consumers through innovative, distinct and often-times jarring
branding. Oatly is poised to maintain its position as a leading player in the
non-dairy sector, creating a more sustainable and ethical food future, and
isn’t scared to throw a stand out campaign out into the wide world of
advertising.
