Directors Oatly, who have just unveiled a campaign praising the dairy sector, have been having a lively discussion about how the company plans to differentiate itself via the use of unconventional marketing strategies.
Oatly has never been afraid to stir the pot, and that won’t change anytime soon.
For the better part of its decade in the public eye, the Swedish oat milk brand has been poking fun at the traditional dairy sector and upending marketing norms with a series of commercials that nearly urge the customer to disregard them. For instance, one billboard ad asked its target audience, “You really read this? Completely effective.
Possibly unexpectedly, it was successful. Since its first public offering in 2021, the company’s revenue has steadily increased, reaching a record high of $722.2m (£582m) for 2022.