oatly

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Brands We Love: Oatly

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Date

Jun 26, 2024

Read Time

min read

Category

Brand Love

Date

Jun 26, 2024

Read Time

min read

Category

Brand Love

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Clear brand purpose = strong brand Knowing its audience inside out A distinct and playful TOV Breaking the fourth wall

Oatly is one of (if not the) biggest milk alternatives in the world.

But what do we love about the brand?

It knows its audience inside out, and has remained whole-heartedly committed to its identity and purpose – even as it’s grown. Beth explains more…

Clear brand purpose = strong brand

To build a strong brand, you need a clear purpose, and Oatly has this nailed. Its mission – to deliver products that have maximum nutritional value and minimum environmental impact, underpins every aspect of the brand, from its production and packaging through to its marketing.

Knowing its audience inside out

Whilst Oatly is now famed for its government lobbying and OOO advertising, when the brand was first starting out, it focused its limited marketing resources on getting in front of its target consumer in the places they visit and trust: coffee shops. It partnered with a number of coffee shops and launched its ‘Barista Blend’ – a creamier ‘milk’ designed to make baristas’ jobs easier and customers’ drinks more delicious.

A distinct and playful TOV

Oatly has mastered the art of delivering a clear, impactful message whilst maintaining a fun, informal and tongue-in-cheek tone of voice.

What’s more, it’s consistent across all of its channels, from its LinkedIn posts to its packaging. This means it customers feel like they really ‘know’ the brand.

Breaking the fourth wall

This deep understanding of its audience, uncompromising brand mission and recognisable tone of voice is never clearer than in its out-of-home advertising, which often breaks the ‘fourth wall’ and addresses the public honestly and directly.

The brand recognises that consumers, particularly those they’re targeting, are savvy and would far rather be let in on the joke, than feel they’re being manipulated into purchasing.

Looking to build your brand? Get in touch with Louise at louise@energypr.co.uk

We're always interested in a new PR challenge

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