Oatly: Ditch Milk

Caroline Ekstrand, Andreas Granath

Oat milk brand Oatly used a controversial campaign to raise awareness of an important issue and grow sales.

Campaign details

Brand: OatlyBrand owner: OatlyAgencies: PHD Media, Juno, Oatly Department of Mind ControlMarket: SwedenIndustries: Integrated, Newspapers, Online video, Outdoor, out-of-home, Public relations, Social media, TelevisionMedia channels: Milk and dairy drinksBudget: 1 - 3 million

Executive summary

By bringing an important subject to the table, oat milk brand Oatly managed to engage the entire population of Sweden.

The food industry represents 25% of global greenhouse gas emissions, 60% of which can be connected to the meat and dairy industry. More and more people are recognising this problem...

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