Page 58 - Overthrow_Black&WhiteVersion

We thought that if people were going to try oat
milk for the first time they should do so in the best possible way – in coffee made by a barista. So if we can get the baristas to pour it, then they could help us get the word out. We put together a team of baristas from the industry and they just walked from coffee shop to coffee shop and handed out samples to baristas, and answered any technical questions. It’s a pretty simple strategy, but for it to work two things have to be in place. You must have a world- class product, because if you don’t the baristas are never going to pour it. Then you have to execute the strategy. You have to care so much about people trying oat milk in their coffee that you actually visit shop after shop. It’s the execution of that strategy, of actually getting into all the right places, all the most influential, top tier coffee shops, and then continually going back and working together
with them once they like your product.
Can you tell us about the Toni TV video series? It must be really compelling for the company to see you in these films dressed up as a cow and Toni the Chief Executive Officer calling out the EU over promoting milk in schools.
When we relaunched, our packaging was our
main message, since we didn’t have a huge budget. However, we were working on a way to try to bring the packaging to life. The thought was that if we can just film Toni being Toni, everyone’s going to love him. After all, Toni in some way is the living version of the packaging. So, we filmed Toni while we were setting up to shoot the actual scripts, and it was just
57