Oatly is challenging the milk industry with a plant-based alternative. But its chief creative officer John Schoolcraft insists he doesn't want to use marketing to sell product.
At a PHD-sponsored panel on challenger brands, Schoolcraft says Oatly is really a sustainability company built to challenge the food system. Demand is higher than they can keep up with so sales take care of themselves.
So marketing is not about selling more product, but inventively creating awareness about what they're doing. In Hong Kong, Oatly made up a new Chinese character since plant-based milks weren't a thing.
In the above video Schoolcraft talks about how Oatly markets differently from other brands. Below, he discusses why he detests traditional marketing.