In an age where food brands are increasingly competing for attention in an overstimulated digital landscape, Oatly has managed to cut through the noise in a way few companies can. The Swedish plant-based milk producer has gone from niche startup to global sensation, and much of its success can be attributed to its innovative and often unconventional digital public relations strategies. Oatly’s ability to blend humor, activism, and cutting-edge digital tactics has made it one of the most talked-about food brands in recent years.
Oatly’s story is a fascinating case study in how digital PR can reshape a brand’s identity, transform consumer perceptions, and create a devoted following—without relying on traditional advertising or celebrity endorsements. The company’s approach to digital PR is deeply rooted in its core values, which include environmental sustainability, social consciousness, and the desire to disrupt the dairy industry.
Disrupting the Dairy Industry with Digital PR
At the heart of Oatly’s digital PR strategy is its mission to challenge the dairy industry and promote a more sustainable, plant-based alternative to cow’s milk. Oatly’s unique positioning as a challenger brand has been integral to its success. In a crowded market, where many plant-based milk options exist, Oatly stands out not just for its product but for its bold, witty voice and its commitment to sustainability.
Oatly’s approach to digital PR isn’t about pushing traditional product-driven marketing messages. Instead, it embraces a unique tone that often borders on self-deprecating humor, political commentary, and pop culture references. One of the brand’s most memorable campaigns was its 2020 Super Bowl commercial, which featured a simple, unassuming ad where CEO Toni Petersson sang a quirky song about oat milk in front of a white background. The lack of flashy visuals or celebrity endorsements stood in stark contrast to most Super Bowl ads, but the message was clear: Oatly was confident, authentic, and different from the competition.
The ad generated millions of views and countless conversations on social media, where fans and critics alike debated its effectiveness. The campaign sparked a larger conversation about what advertising in the 21st century should look like—authentic, unconventional, and sometimes absurd. Oatly’s willingness to embrace quirkiness and avoid traditional marketing tactics resonated with its core audience, made up largely of millennials and Gen Z consumers who value transparency and authenticity.
Activism Meets Advertising: Oatly’s Social Media Strategy
Oatly has also used social media to further its message of sustainability and environmental activism. The company regularly uses its platforms to advocate for the environment, veganism, and animal rights, making its digital presence a crucial tool in its larger mission.
For example, in 2021, Oatly launched a digital campaign called “It’s Like Milk, But Made for Humans” that urged consumers to rethink their milk choices and consider the environmental impact of traditional dairy farming. The campaign used playful, tongue-in-cheek graphics and messaging to highlight the environmental benefits of oat milk, such as lower water usage and a smaller carbon footprint compared to cow’s milk.
Oatly’s use of social media as a platform for activism allows it to position itself as a values-driven brand that doesn’t just sell a product but also champions a cause. By incorporating activism into its digital PR strategy, Oatly has cultivated a passionate and loyal following that identifies with the brand’s mission, further solidifying its status as a disruptor in the food industry.
Influencer Partnerships and User-Generated Content
Another key aspect of Oatly’s digital PR success is its savvy use of influencers and user-generated content (UGC). The brand has partnered with a range of influencers, activists, and even everyday consumers to create authentic and relatable content. Rather than relying on traditional celebrity endorsements, Oatly works with influencers who genuinely believe in the brand’s values and are passionate about sustainability and plant-based living.
One of the most successful examples of this strategy was Oatly’s collaboration with the popular YouTuber and vegan activist, Mikayla Nogueira. Mikayla created a viral video where she used Oatly products in a variety of recipes while discussing the environmental impact of dairy milk. The video resonated with her followers, many of whom were introduced to Oatly for the first time through the campaign. This kind of partnership enables Oatly to tap into new audiences in a way that feels organic and authentic.
In addition to influencer collaborations, Oatly actively encourages its customers to share their own content online. The brand’s social media accounts frequently feature user-generated photos and videos of consumers enjoying Oatly products, reinforcing the sense of community and connection between the brand and its customers. Oatly’s use of UGC not only provides social proof but also creates a sense of inclusivity, inviting people to be part of a larger movement.
Transparency and Controversy: Navigating Digital PR Challenges
While Oatly’s digital PR strategy has been widely successful, it hasn’t been without controversy. The brand has, at times, drawn criticism for its outspoken nature and willingness to engage in debates on social media. In particular, Oatly’s decision to sell a significant portion of its company to private equity firm Blackstone raised eyebrows among some of its more environmentally conscious customers, given Blackstone’s controversial investments in fossil fuels and other industries that are often criticized for their environmental impact.
Despite this, Oatly has remained transparent about its decisions, offering clear and open communication to its followers on social media. The company even used humor to address the criticism, publishing a series of tongue-in-cheek posts that explained the situation while maintaining its signature brand voice. This transparency and willingness to engage with criticism head-on have helped Oatly maintain its credibility with its audience, even when facing difficult challenges.
Oatly’s success in the digital PR world is a testament to the power of authenticity, humor, and activism in modern marketing. By focusing on building a brand that stands for something larger than just selling oat milk, Oatly has created a digital food PR strategy that resonates deeply with its target audience.
Looking forward, Oatly’s ability to adapt to emerging trends in digital media and remain true to its values will be key to its continued success. As consumers become more discerning about the brands they support, Oatly’s focus on sustainability, transparency, and creativity will help it maintain its position as a leader in the plant-based food movement.
For food brands looking to navigate the digital PR landscape, Oatly provides a blueprint for how to effectively use social media, influencer partnerships, and advocacy to build a loyal and engaged customer base. Oatly’s approach proves that in the world of food marketing, doing things differently can pay off—if done with authenticity, creativity, and a strong sense of purpose.
