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Swedish oat milk brand Oatly is known for getting meta in its advertising. It has run billboards with lines such as, “We made this poster so that you would find this to put in your coffee” and “You actually read this? Total success.”
Then there was its bizarre Super Bowl ad earlier this year, a low-budget production in which CEO Toni Petersson sang an earworm of a jingle: “It’s like milk but made for humans.” The brand anticipated the hate that the commercial would receive, making T-shirts that read, “I Totally Hated That Oatly Commercial.”