Oatly and the Super Bowl spot they knew others would hate

hackemer.headshot.jpg

Heidi Hackemer
Executive Creative Director,
North America
Oatly

Connect with Heidi
LinkedIn / Twitter

 

We learn what defines the Oatly brand and what led to the trolling of the Super Bowl with a spot they cleverly knew many would hate.

Listen and see the creative work below, or listen wherever you get your podcasts.

 

The Super Bowl spot

Oatly designed the “I totally hated” t-Shirt in advance and for many haters on Twitter, the shirt was delivered before the game had even ended.

t-shirt2.png

A Bandcamp page allowed artists to mix their own version of the song, with proceeds going to the National Independent Venue Association (NIVA.)

Band Camp.png

Oatly’s definition of oat milk

definition.png

The graphic of the Oatly process

chart.png

Examples of Oatly European ads that reflect its subversive, irreverent tone

Screen Shot 2021-03-20 at 10.27.37 AM.png
Screen Shot 2021-03-20 at 10.29.19 AM.png
Screen Shot 2021-03-20 at 10.33.02 AM.png
Screen Shot 2021-03-20 at 10.28.08 AM.png
Screen Shot 2021-03-20 at 10.28.27 AM.png
Screen Shot 2021-03-20 at 10.31.34 AM.png
Previous
Previous

Accenture's "Let there be change" campaign with CMO Amy Fuller

Next
Next

Toyota and the challenge of a house of brands, with Kathleen Kindle of Saatchi