Page 54 - Overthrow_Black&WhiteVersion

of that we are a company based on science, so how do you talk about science in a non-scientific way? The voice that we created for Oatly was just
a way to allow a product that had historically been exclusive to a small group of people, to stand for something bigger and, in doing so, become inclusive for a larger group of people. ‘The Post Milk Generation’ is a line we’ve used to help people to lay claim to doing something positive for the planet by moving on from dairy.
Where have you brought that to life?
On our packaging, first and foremost. The sides of our cartons feature our entire media strategy. When your media budget is just 2% of a massive dairy brand’s, then the side of your packaging
is of significant value.
We filled the cartons with our voice, our beliefs, our opinions, and made them interesting because even if they are a free media, you have to get people to pick them up or that media is useless. From there, we moved into outdoor media because, like our packaging, it feels real. If you paint a giant wall in East London, it feels like you are more committed than if you only rely on Instagram posts from an influencer. And since we aren’t interested in acting or speaking like a company, outdoor media has a very conversational feel to it, which suits our voice.
Most brands just claim stuff. We wanted to provide proof for what we had to say, so we got involved in music festivals where we gave away our products,
53