If you’re sipping an oat milk as you’re told, you might be in luck.
Keep learning about the secret sauce (err-milk?) of Oatly’s killer guerrilla marketing strategy.
Find out why the international creative director fired the entire promotion department, why Oatly is a big believer in posting their complaints online and Brendan Lewis believes enlargement promotion should be “neutered, if not completely destroyed”.
Lesson 1: Put creatives first.
Brendan Lewis, executive vice president of global communications and public affairs at Oatly, says it all started when John Schoolcraft, international creative director, was tasked with turning a small Swedish dairy company into a global phenomenon.
His first step towards global domination? Fire the entire promotion department.
Then he took the creative department and put it at the center of the business. The creative team is excited about everything from product sales meetings to supply chain meetings.
Lewis says this frees up his team at Oatly from remembering the typical promotion techniques that need to capitalize on the moment and allows them to be further transparent with people.
A first-rate (and hilarious) example: When the Spanish dairy company sued Oatly over its ad proclaiming, “It’s like milk, alternatively made for others,” Oatly didn’t put itself on the line. defensive. He simply posted the entire lawsuit online.
Or my favorite: FckOatly.com: Oatly’s webpage dedicated to gathering all the negative publicity and harmful comments in one place.
It’s as if Yelp’s one-star reviews had a baby with Reddit’s worst trolls, curated by Oatly themselves.
Lewis tells me that the encounters on FckOatly.com have been some of the most exhilarating in his profession. There are many permutations of FckOatly.com (like FckFckOatly.com, and so on) and as you apply it to the fullest, you will be able to find a phone amount that you will be able to test to your chagrin.
None of whom ran through the prison.
“And now,” he concludes with a mischievous smile, “When our promotion no longer comes, it is simply more content material for FckOatly.com. So everyone wins, even assuming we lose.
Lesson 2: Don’t let the promotion of enlargement dominate your methodology.
One of Lewis’s favorite outbursts is his belief that the promoters of enlargement should be “castrated, if not completely destroyed”.
“The rest is nothing but the promotion of spreadsheets,” he tells me. When marketers buy clicks and refine their emails to get click commissions, Lewis says they’re leaving out the most important part: emotion.
“Whoever waters down their message to optimize it for clicks loses their soul,” he tells me without a trace of grandiosity. “The emotion and belief should be there. It can’t just be anyone looking at the click-through rate of electronic messages all day.
(Understood: I will avoid obsessing over the subject lines of this electronic message…)
For Oatly, this means taking the leap without first testing it to the point of loss of life. Like in 2023, when the company purchased billboards in Instances Sq. to proudly support its native climate label. (The Oatly team invited the dairy industry to sign up. They declined.)
The secret sauce? Oatly is a mission-driven company that advertises oat milk; it’s not a product-driven company looking for a challenge. So its leaders are prepared to act on impulse and put the initiative on hold until they know their messages are addressing their broader function of selling sustainability.
Lesson 3: Great promotion is like free falling from space.
When asked what emblem he seems to use for inspiration, Lewis gave a rough answer: Purple Bull.
Affectionately known as the “center attack in a can”.
Lewis’ eyes light up when he talks about them: “They don’t promote the product. They’re about the way of life and people jumping from space. They get people talking.
They do, and so does Oatly. And while in all likelihood all the people can’t find the budgets (or the adrenaline-junkie volunteers, for that matter) to chase other people away from the area’s doorstep, there’s something to be said for pushing the boundaries of our promotion campaigns for hooking up with people emotionally… CTRs be damned.
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