A Singapore-based oat-milk brand invites the world to 'Always look on the Oatside of life' in a campaign by The Secret Little Agency.
The UK campaign has been designed not to feel like an ad.
The invented pictogram is not a brand name; the Swedish company intends it as a conceptual signifier for plant-based milks. And it already shows signs of catching on.
Zenith Optimedia and MRM helped Bear Brand get its powdered milk onto young adults' shopping lists, with the help of a TV phenomenon.
SECTOR STUDY: Rising incomes and health awareness drive demand for dairy products across the region, but costs and quality concerns mean the right branding is crucial.
Campaigners and corporations are once again locked in a PR war.
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