Product Portfolio Awareness Campaign
Mark McColey, CW
Francis Phan, XD
Kyle Brubaker, AD
Jessica Falls, AD
Sabelle Chambers, ST
Comprehensive Communications Research
Comms Plan Author
Project and Meeting Organization
Oatly, an oat-based dairy alternative pioneer, has expanded their repertoire of products after achieving massive success in the oat milk market. While they continue to sell every carton of oat milk they have ever produced, consumer awareness and purchase of their other products remains low.
Oatly wants to be known for more than just oat milk, and that begins by training their customers to look for Oatly in places they would not expect: outside of the milk alternatives aisle.
OF US HOUSEHOLDS CONSUME DAIRY REGULARLY.
Dairy is deeply established in food culture...even though there are much better options out there, both from a health and environmental standpoint.
OAT MILK PRODUCTION RELEASES ONLY 1/3 OF THE EMISSIONS AS DAIRY.
Oatly's goal is to break down the hold that dairy has on society, convert dairy consumers to oat alternatives, and ultimately reduce the detrimental environmental effects caused by the dairy industry.
Americans stick with dairy products due to tradition and convenience.
They have simply always used dairy, and are often unaware that there are better options that serve their same purposes.
Dismantle the Dairy establishment with oats.
To train customers to look for Oatly in unexpected places, Oatly must explore the limitless potential of oats,
far beyond the food aisle.
Just as Oatly products are not limited to milk alternatives, oats themselves can be much, much more...
OATS COULD BE
Oats Could Be Anything! is a full-funnel, 10-part campaign revolving around the fact that anything dairy does, oats can do better because, well, oats could be anything.
We begin with a manifesto, projected proudly upon a NYC skyscraper. Leaning into the brand’s famous long-form writing style, this activation communicates the aspirational and slightly unhinged humor that backs the borderline insanity of the campaign.
Sure, oats can be oatgurt and frozen desserts,
but we posit that oats can also be:
GROCERY STORE ADS
GEOFENCED SOCIAL ADS
In partnership with Animal Crossing, Oatly will host a 3-day oat-themed island.
Players will be tasked with completing quests to find the Oatly Yeti and grow their own Oat Fruit Tree.
AND VIRAL TRENDS...
Oatly will release a series of TikToks showing how oats can be anything!
...THAT YOU CAN
DO AT HOME!
Winners are selected from Oatly's loyal followers to receive an Oat Innovation Kit, so anyone can continue the antics on their own.
These activations are carefully organized into a communications plan that targets every stage of the consumer journey, from product awareness to improved purchase rates.
Oatly is a brand that pushes boundaries every chance they get, so it only makes sense that the oats they use do the same. A 10-part campaign is almost not enough, but it will get consumers thinking about whether the products they use could be better as oats, because...