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

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.

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