Oatly: The New Word

Oatly, a producer of alternative dairy products using oats, created a new Cantonese word for plant-based milk to start a conversation about sustainability in Hong Kong.

What was the Scale of the Challenge You Faced?

Our brief was to launch Oatly oak milk in Hong Kong, a small market of 7.4m people. Hong Kong was Oatly's first market entry in Asia - it was vital for the brand succeed here ahead of potential expansion across the Asia Pacific region.

Oatly is a provocative Swedish challenger brand and believes shifting to a plant-based diet is better for humans and the planet. Already established in the West, Oatly drives debate and aims to change behavior whenever it enters a new market, but in Hong Kong it had a...

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