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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.
Oatly—an oat-derived milk substitute—was founded in 1994, but as the demand for vegan produce has grown it’s upped the ante on advertising over the past five years, billing itself as a more sustainable alternative to traditional dairy.
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