Rebranding Oatly
Explore Oatly's branding strategy and recommendations for growth and expansion.
Oatly's Reputation
Value Proposition
Functional Benefits: Dairy-free alternative to milk with maximum nutritional value.
Emotional Benefits: Supporting the environment with vegan ingredients and directing profits toward anti-waste initiatives.
Self-Expressive Benefits: Enhancing one's social self by seeming on trendy/hip & having an environmentally friendly reputation.
Personality Statement
Model type of Oatly:
Relationship Basis Model
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Oatly's billboard ads use casual language to feel more authentic and trustworthy.
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Ads are minimalistic and plain, often featuring little to no text. They aim to show consumers that Oatly is approachable and straightforward, unlike other confusing brands.
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Oatly interacts with the consumer like a human rather than a company. Their messages are transparent.
Positioning Statement
To target the "stealth health" community in search of category, non-dairy alternatives, only brand Oatly gives you the benefit of non-dairy milk that is textually similar to whole milk and includes transparent ingredients that are good for you and the planet.
Solidification In The Market
Ideas To Make Oatly Stand Out
1. Mini-Cooking Segment on Instagram Reels
a. This holiday-themed segment will feature quick, easy-to-make dessert drinks using Oatly, like mocha semi-freddo and vegan eggnog lattes.
b. Young, relatable Gen-Z creators will make the drinks, reinforcing Oatly’s authentic and fun brand image.
c. The videos will highlight Oatly’s unique froth-ability, proving it's the only oat milk alternative that mimics real milk’s texture.
d. Viewers who like the post and tag three friends can enter to win an Oatly prize pack featuring Oatgurts, ice cream, spreads, and milk.
2. Weekly Spotify Podcast & YouTube Talk Show
a. Oatly will launch a YouTube series (also available as a podcast on Spotify) covering topics like sustainable oat sourcing, why oats are better than almonds or dairy, and how Oatly minimizes water usage.
b. This series will boost brand transparency while keeping the conversation engaging and relatable.
c. Each episode will feature two Gen-Z hosts with a mix of realism and sarcasm to give Oatly a distinct personality.
d. A QR code on Oatly milk cartons will let consumers easily tune in.
Digital Plan
1. Oatly Social Media Strategy
a. Revamp TikTok: Oatly will create engaging content like cooking videos, humorous clips using trending audios, and hashtag challenges to stay relevant. These videos will also be shared on the Whisk App and Pinterest to expand reach.
b. Create Viral Audio: Oatly will produce original sounds for duet challenges, sparking organic brand conversations.
c. Engage With the Community: A dedicated social media manager will interact with users by commenting on TikToks using Gen-Z slang and humor.
d. Leverage Micro-Influencers: Oatly will partner with smaller influencers to generate buzz, using affiliate links to drive brand engagement.
2. Oatly App
a. Oatly will create an app exclusively for new product releases, coupons/deals, and links to purchase merch. To tap into the "auditory market," they could feature a podcast about environmental care, health, etc. as well as place the created playlist on their website.
3. Product Placement
a.Oatly will partner with popular streaming platforms to feature the product in popular shows that target millennials and gen-zers like "Sex Lives of College Girls," "Sex Education," "Atypical," and "Grown-ish."
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​These shows should align with Oatly's goals to further improve their image of "positivity for the world," and "wokeness."​
Line Extensions
1. Launching an Oatly Overnight Oats Line
a. Perfect for the Stealth Health Crowd: High in fiber, keeps you fuller longer, and supports natural insulin production. Soaking overnight boosts nutrient absorption.
b. Trendy & Convenient: Millennials and Gen-Z love overnight oats—an easy, grab-and-go breakfast for busy mornings.
c. Built-In Brand Trust: Oatly already owns the "oat" reputation, making it the go-to brand for quality and taste.
d. A Competitive Edge: Major oat milk brands like Chobani Oat, Silk, and Planet Oat don’t offer this product—Oatly can fill the gap.
Oatly as a Challenger Brand
1. Oatly Giant Carton Pop-Up Immersive Experience
a. Step Inside the Oat World: A walk-in, oversized Oatly milk carton where visitors can taste-test oat milk.
b. Interactive & Honest: Guests can write their real opinions on the outside of the carton, reinforcing Oatly’s transparent and authentic brand identity.
c. Immersive & Shareable: A fun, Instagrammable experience that sparks conversation and encourages organic social media buzz.
2. Amendment 171 Experiential Marketing Ad
a. Oatly will give out oat milk samples at grocery stores without telling them what it is and film their reactions. It is likely that consumers will use words like creamy, delicious, rich, or milky to describe it. Even if people don't like milk, they will give reactions like, "this is just milk," to describe it.
b. Then they will ask people if they know about Amendment 171 (a bill that would have banned plant-free dairy companies from using words like "buttery" or "creamy" to describe their products) but, Oatly successfully protested against this. They claimed that their oat milk is creamy and should be considered a milk because of how texturally similar it is to real milk.
c. They will use their reactions as an advertisement.
3. Kid's Lunches Marketing Experiment
a. Oatly should give out small Oatly cartons instead of regular milk cartons during a school lunch. They should film the kids reaction to receiving it and trying it.
b. People are hesitant to switch from cow's milk to oat milk. Kids are not extremely biased because they are so young and people may be more open to trying oat milk if a kid doesn't think it is too bad.
c. This will be a humorous and wholesome way to bring attention to Oatly.
4. Chick Fil A Partnership
a. Chick Fil A's famous slogan, "eat more chickin," is advertised by a cow. Oatly also advertises with a cow and both companies can enhance their brand messages through the cow together.
b. There aren't many planet based fast food restaurants so providing a selection of dairy free and creamy drinks can help young consumers integrate healthier ways to feed their body could help Oatly be more recognizable in the market.
c. Their partnership should have a combined slogan such as, "Each more chikin...and drink more oats." They can create drinks like dairy free frosted creamy lemonade or dairy free milkshakes.
5. PR Stunt on National Milk Day
a. Oatly will hire people to fake a protest against dairy-free milk on national milk day. They will hire actors to set up an Oatly stand in a popular, crowd-saturated area like SoHo or Washington Square Park and have other actors gather around the area to protest against the oat milk. Typically, people don't oppose dairy-free milk with such anger but this stunt is a funny way to show how silly it is to be opposed to oat milk and encourage people to go dairy free.