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...