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How do you encourage middle-aged dads, a demographic oat milk brand Oatly says is most reluctant to ditch dairy, to ditch dairy?
You shame them into it with a series of comedy ads and create a website called helpdad.com to arm their kids with facts to “neutralize” all the arguments dads might make against trying vegan foods. Maybe include a few meat-free “dad recipes.”
That’s the aim of a new campaign by Oatly, which is aimed at encouraging men aged 44 to 75 (described by the brand as “the least interested in anything vegan”) to try the brand.
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