SectorFood and Drink
Oatly is going head to head with the European Parliament in a tongue-in-cheek digital campaign intended to head off potential regulatory restrictions on the packaging of plant-based products.
The campaign features members of the public as they attempt to distinguish which products are dairy-based based solely on their packaging. "It turns out, people are not stupid," the ad declares as consumers correctly guess which products contain dairy.
It ends by directing viewers to a petition to challenge the European Parliament’s response to amendment 171, which Oatly claims could ban phrases including "dairy free" or "creamy" from plant-based drinks for being "misleading".
Another ad shows consumers trying to serve Oatly from alternative packaging such as paint tins, bleach bottles and antibacterial spray bottles in a bid to prove that "just because it looks like milk packaging" it doesn’t mean that Oatly is trying to mislead milk drinkers.
The digital campaign is accompanied by physical sampling of Oatly in "post-AM 171" packaging and online "Are you stupid" tests, which challenge consumers to test their ability to distinguish between dairy and plant-based products. The campaign was created by in-house creative director Michael Lee.