Oatly Advertisement Project
Company
Oatly is the pioneer of the oat milk brand. The brand combines scientific rigour with emotional and playful creativity.
Competitor
Other oat milk brands in the UK include Alpro and Minor Figures, as well as Dream, a brand of rice plant milk, and innocent, a brand with coconut milk products.
Context
Oatly is unique for bundling oat milk with coffee and works with coffee shops. Their packaging is also an advertisement, as it puts the company’s philosophy and trolling on the product to market itself through self-hacking.
Customer
The audience of Oatly milk is mainly coffee lovers and lactose intolerant people. Oatly focuses on these two groups of people by launching a variety of flavours modelled on milk, focusing on the health needs of consumers.
Culture
Oatly emphasises sustainability, nutritional health, and a brand philosophy of trust and transparency. They will be honest in labelling ingredients to reassure vegetarians.
Rationale
Oatly currently exists to promote them all in a straightforward exposition, mainly in the form of quizzes to clearly let the audience know the product’s features. As a result, we believe that consumers are already well aware of the benefits of Oatly’s products and that the brand lacks some interesting expressions. We wanted to bring more memorable points about the product and use this to raise the profile of Oatly in the minds of consumers.
Therefore, we chose to adapt the story based on Snow White, replacing the poisoned apple with milk, to express Oatly can offer people an alternative choice, especially for those who cannot drink milk (e.g. lactose intolerant and vegetarians). We invited a male to play the witch, and the bad characters shouldn’t always be female. The prince is just a character who delivers the Oatly, and the princess would not waiting for a prince to save her.