The brand new effort, dubbed “Enter the Dairy Deprogramming Zone,” is a follow-up to final summer season’s free media supply, pulling no punches with this opening assertion: “Over the previous eight years, Large Dairy has spent almost $2 billion on advertising and marketing and lobbying.”
As a result of the dairy trade has not responded to Oatly’s requires transparency, the model “determined to only present up throughout the road from considered one of its bigger annual lobbying occasions to show the information ourselves,” Lee stated. “Transferring away from meat and dairy is among the best methods People can decrease their local weather footprints,” though many customers don’t “perceive the true function that the trade performs in our local weather disaster.”
The video was shot in June on the fortieth anniversary of the IDFA’s ice cream celebration for D.C. legislators, workers, family and friends members. Oatly’s digicam operator and interviewer tried to speak up the gang, usually happening the defensive as uninvited company and recording the reluctant exchanges for the spot.
“We’re simply right here to offer a protected house for individuals,” the interviewer stated when questioned about his presence. “A protected house from what?” requested a girl dishing up ice cream. “Protected house from deceptive dairy advertising and marketing,” he stated. “We’re not curious about that,” the girl replied.
Progress in alt milk
The work comes from Oatly’s in-house artistic division, the Division of Thoughts Management, now below new management with Lee. A veteran of the corporate’s European arm, Lee replaces Armando Turco, a former ADWEEK Artistic 100 honoree whose up to date LinkedIn profile says he’s “taking a break from work for the primary time since I used to be sufficiently old to work.” His subsequent transfer is unspecified.
Oatly’s stunt launches as milk alternate options have continued to solidify their place on buying lists and in customers’ diets: 44% of U.S. households bought plant-based milk in 2023, including as much as almost 15% of all greenback gross sales of complete milk at retail, simply the most important plant-based meals class, in keeping with Good Meals Institute.
