CLIENT - Oatly

Taking a stab at a strategy project, we wanted to redefine Oatly’s comms by reaching out to fringe consumers who might like the taste of oat drinks but don’t openly identify themselves as a ‘vegan’ or the stuffy rep that the word is associated with. 

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We aimed our direct and outdoor campaign – ‘The Secret Subscription’ –  at closeted Oatly lovers, so there’s always a fresh pack at hand at home. The doorstep service also comes with a discount to help increase frequency among buyers. All you have to do is select ‘no labels’ at our subscription microsite, and leave it to us to be discreet.

CREDITS -  Copywriter: Riona S Roy