Three of Oatly's insane campaigns
The Growth Newsletter #194 |
Three of Oatly's insane campaigns |
Today, we build off an example from last week—a $786.9M per year brand.
"Alternative milk products" is a horribly boring category. Yet despite this, Oatly has managed to become one of the most talked-about brands.
Let's dive into 3 of their insane marketing campaigns.
– Neal |
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Three of Oatly's insane campaigns Insight from Oatly and Neal's carousel. Oatly asked a kind of dumb question. "How can we sell oat milk to people who don't drink it or want to drink it?" Aren't we supposed to sell to people who actually want your product? But by doing so, instead of going after the small market of not-milk drinkers, they went after the gigantic market of cow milk drinkers. And they did that with bold branding, going after baristas, and some insane marketing campaigns. |
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Last week, we discussed how companies in boring categories (like oat milk) can't go fancy with their strategy and brand values. Instead, keep it super simple like soft puppies on toilet paper or an over-the-top fun Oat milk brand—like Oatly. |
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Let's highlight 3 of their most clever campaigns: It's like milk but for humans + F*CK OATLY This is one of Oatly's primary marketing messages—subtly reminding people how odd it is that we drink milk intended for baby cows: |
These ads got Oatly banned or sued in countries like Ireland and Spain with influential dairy unions. In response, they created fckoatly.com, pretending to be anti-Oatly: |
They didn't stop there; they made various satirical sites pretending to hate the anti-Oatly or anti-anti-Oatly sites. Here's fckfckoatly.com: |
They go all the way to fckfckfckfckfckoatly.com until they ask you to call a number. The Dairy Deal Next, they went after the dairy industry's climate impact by buying billboards and print ads like this all over the place: |
(I also love the clever use of the geometry of this existing billboards) And if you go to the URL in the corner (oatly.com/DairyDeal), it takes you to a full site pitching the deal to dairy reps (actual deal with up to 140k GBP value): |
Note: I think it would have benefitted them if they published the number somewhere in the marketing since otherwise, people wouldn't know these stats unless they put in the effort to Google around for them (99+% won't). |
Paris cleverness Paris has some funny laws. A mural advertisement can't contain both text and an image of the product. So they painted a bunch of bold, text-only murals and then cleverly positioned objects in front of the walls to complete the picture: |
A clever campaign like this is almost guaranteed to go viral as people double take and then post a picture of it on Instagram. To dive more into some of Oatly's top ads, I've compiled them into a carousel. |
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Something fun Clever re-use of one of the most recognizable symbols and slogans in the world: |
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Thanks, everyone! Have a glorious weekend. |
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