Oatly Deviously Sets Its Sights on Oat Milk’s Most Skeptical Demographic: Dads

Kids become the parents in the brand's ads aimed at middle-aged men who cling to cow's milk

Still from an Oatly ad
Oatly, an oat milk brand popular in Europe, finds a fun way to bring middle aged men on board. Oatly (in house)

How do you encourage middle-aged dads, a demographic oat milk brand Oatly says is most reluctant to ditch dairy, to ditch dairy?

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.