We all know Oatly, the oat milk brand that raises the bar in creativity and is sold out everywhere. Oatly is not just a short-term hit; it has been growing like crazy over the past years and is expected to stay thanks to the lifestyle-driven purpose and them having fun creating content and interacting with their audiences.
Check out their socials, especially LinkedIn, where they engage very naturally with the business audiences. Be surprised by the content on the packaging; it changes frequently and tells an important story. Google on their DOOH content and their amazing abris. It’s a love brand, and its content is the benchmark for ‘creativity having fun’.
Somewhere I read they have a content team of 52 people. Unfortunately, I can’t find the source anymore. This shows that if you want to excel with content, you have to invest wisely.
Next to their huge team, they are rebellious. Quote: ‘what if I were to get rid of the marketing department entirely? That would create a whole lot of room to have some fun. After all, they are always ruining my work. Suddenly, creative people stood at the helm of a food company.’
Below is a copy-paste inspiring read on Oatlys’ decisions and how they became a lifestyle brand instead of a product-driven brand. Stolen with pride and giving credits where credits are due.
It’s worth the long read.