Oatly’s Marketing Strategy — Unveiling the Hype!

This brand was sold out in New York. Now, it is coming to Berlin.

pascal fiedler
Sep 12, 2018 · 3 min read
Oatly’s ad campaign in Berlin Mitte

In 2016, Oatly arrived in Williamsburg, the place to be for the hipsters of the hipsters. It didn’t took long until it went out of stock. The cool kids were devastated and even willing to pay twenty dollars for a quart.

Exactly the same happened in the U.K. and Sweden.

So what is this Oatly hype all about?

Oatly has invented the oat drink. The company does oats and oats only. While it started off as a niche player, its range now embraces a variety of oat-based diary products.

Matcha latte. Lemon elderflower OATgurt. Oat spread basil tomato.

Rickard Öste, a food scientist at Lund University Sweden, has founded the company in the 1990s. He has developed a patented enzyme technology to copy nature’s own process and turn fibre rich oats into nutritional liquid food.

Oatly’s mission is to deliver products that have maximum nutritional value and minimal environmental impact.

Until today, the brand is independent.

Image: Instagram.com/notesofberlin

Market Entry Strategy in Germany

The Campaign

The Distribution

The Target Group

The Ad Strategy

No ad addresses the benefits of the products.

Instead, Oatly uses the ad space for a gigantic hack. It makes fun of all the large corporations that run traditional and stale marketing campaigns. The Swedes break with these rules. By doing so, they position themselves as an independent funny and sympathetic alternative for diary products. The brand establishes an authentic relationship with the cool kids on the block.

New York has survived the oat-milk shortage.

Let’s see what happens in Berlin…


Enjoyed that read? Please hit the clap button below and share the article with your friends. You can also follow me to be the first to get new stories about marketing, branding and advertising 🙏 🙏 🙏 .

Mission.org

A network of business & tech podcasts designed to…

Sign up for Mission Daily from Mission.org

Mission Daily Newsletter

Create a free Medium account to get Mission Daily in your inbox.

Thanks to Paulina Jolie

pascal fiedler

Written by

Brand Strategist | Creator of the Pseudo-Product Concept | Co-founder of www.charlesandcharlotte.com

Mission.org

A network of business & tech podcasts designed to accelerate learning. Selected as “Best of 2018” by Apple. Mission.org

pascal fiedler

Written by

Brand Strategist | Creator of the Pseudo-Product Concept | Co-founder of www.charlesandcharlotte.com

Mission.org

A network of business & tech podcasts designed to accelerate learning. Selected as “Best of 2018” by Apple. Mission.org

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store