Oatly's Editorial Team Aims to Break Storytelling as We Know It

Beyond the Oatly Department for Mind Control, the brand's editorial director explains its slightly weird and wonderful content strategy

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

Best known for its boisterous billboards and TV ads mocking dairy-loving dads, Swedish plant-based brand Oatly has never been afraid to take risks. Recent investments in a spoof true-crime podcast and a puppet-fronted YouTube series show this ethos is bleeding into its branded content too. So much so, it’s been quietly building an entire editorial team around it.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in