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Creds

AD: Nithika Romy CW: Yours Truly

Mentor: Anna Nowak-Otto, Sophia Goerner, Serena Merletti, Kam Phullar

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Task

A full-blown brand strategy but make it creative. ​

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What Gives...

Taking a stab at a strategy project, we wanted to redefine Oatly’s comms by reaching out to fringe consumers who might like the taste of oat drinks but don’t openly identify themselves as a ‘vegan’ or the stuffy rep that the word is associated with. 

 

We aimed our direct and outdoor campaign at closeted Oatly lovers, so there’s always a fresh pack at hand at home. The doorstep service also comes with a discount to help increase frequency among buyers. All you have to do is select ‘no labels’ at our subscription microsite, and leave it to us to be discreet.