learning from oatly
THE FULL BRAND CASE STUDY OF OATLY IS OUT NOW • GET YOUR COPY
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THE FULL BRAND CASE STUDY OF OATLY IS OUT NOW • GET YOUR COPY •
In January 2021, we hosted a Brand Strategy Jam on Oatly. Over 25 brand builders joined to look under the hood of this brand. Together, we analyzed this brand beloved by millions of people around the world, to learn from their strategy and creative concepts how we might build stronger brands for change.
Using a digital whiteboard and the Brand Thinking Canvas, we worked in groups to uncover the framework beneath all of Oatly's love-them-or-hate-them brand interactions.
Watch the full session on YT👇 or browse the key takeaways below 👇👇.
We used this event to kick off our research work for a full Oatly Brand Case Study. Get your copy in our toolbox!
A big thanks to the Oatly team for their support in creating this study!
WHAT WE CAN LEARN FROM OATLY 👇
18:10 What do you think is the challenge Oatly needs to solve?
Trying to cheerlead more people towards a plant-based diet.
Broadening their audience for plant-based products. Not to look like another hipster brand in fancy coffee shops talking about veganism.
The world has changed and so has the evolution of Oatly, which early on was niche and focused on people with dietary problems such as lactose intolerance to being a lifestyle brand.
22:30 How has Oatly managed to be different?
They are not afraid to be different and to have a strong opinion.
The visual identity is disruptive, different from dairy products which might appeal more to the younger audiences.
It-being a commodity had to find an appealing way to stand out from other non-dairy options such as soya milk.
Lawsuits propelled the brand to fame.
Making the leap to different countries or continents with different consumer cultures, especially as a plant-based product in cultures that heavily consume dairy.
40:45 What can we ‘steal’ from Oatly?
Having fun while inspiring behavior change
‘Broaden the tent’ for a cause
Showing off their carbon footprint
Daring to be radically different
Fearlessly challenging the status quo
44:30 What do you think Oatly can do better?
Adapting to different countries with different consumer cultures
Get THE full OATLY BRAND case study (PDF)
Discover how a new CEO and creative director turned a bland industrial food brand into an outspoken, bold brand beloved by people around the world. Oatly has set the benchmark for purpose-driven brand and marketing in the food industry.
This case has been created in collaboration with the Oatly brand team.
The 18-page case study contains:
the story of how Oatly went from a bland food brand to a benchmark of a challenger brand
an analysis of the Oatly brand strategy
the brand framework mapped out on the brand thinking canvas #1 and #2
the brand core: purpose, mission, vision, values, brand promises
visual identity: logo, color palette, typography, photography and illustration
verbal identity: tone of voice and messaging
brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology
