Taking a stab at a strategy project, we wanted to reach out to a different consumption group – people who like to indulge in the taste of oat drinks and other oat flavoured products but can’t be caught dead identifying themselves as ‘vegan’. This led us to our integrated campaign ‘Caught Guilty With Oatly’. With the help of OOH, in-store advertising, packaging, and social media we promised secret Oatly lovers that their secret is safe with us and they can enjoy Oatly products without any labels.