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Pushing Boundaries and Challenging the Norm with Oatly
Manage episode 444167999 series 3548750
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Oatly have changed the game in plant based milk, whilst redefining what it means to market their products with authenticity, humour and boldness. Whether it’s their tongue in cheek ads like ‘It’s like milk, but made for humans’ or their innovative approach to turning controversies into opportunities - everything they do is anything but conventional!
Sarah Sutton, Global Media Director at Oatly has been overseeing their unique approach and ethos since she joined the company in 2021. She joined at the time when they just spent 90% of their marketing budget at that year's Super Bowl, in which they ran an old advert of their CEO singing “wow, no cow”.
Sarah chats to us about how Oatly believe their product is the purpose and so wrap their brand messaging around this. This enables Oatly to be seen as disruptors and that enables Sarah to choose humour and creativity, above all else, when creating content. When talking about social media in general, she believes that if you are on the right side of history and doing the right thing as a brand, then the community will step in and fight battles for you.
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