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.