Robert Sawatzky
Jun 20, 2019

Oatly chief creative: Not liking advertising is a good start

CANNES IN SHORTS: Oatly's chief creative officer doesn't like marketing, advertising, brands or selling things. But he wants to fuel a sustainability movement around plant-based milk and make people smile.

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. 

Campaign Asia

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