Plant-Based Brand Oatly Releases Witty Guides, Controversial TV Ad To ‘Help Dads Quit Dairy’

Plant-Based Brand Oatly Releases Witty Guides, Controversial TV Ad To ‘Help Dads Quit Dairy’
B&T Magazine
Edited by B&T Magazine



Challenger brand Oatly has unveiled a new set of creative, including controversial TV ads in the UK, which aims to help kids convince their dads to quit dairy.

Dad recipes, witty replies to neutralise arguments, rhetorical judo and four new spots are among the resources Oatly has produced to help win over dads—a market of 44–75-year-olds who are, according to the brand, the least interested in anything vegan.

“Nice work! You’ve found the ultimate guide for helping the dad in your life stop eating like, um, a dad and make the switch from dairy to plant-based,” Oatly writes on the help-dad.com website.

“Whether your dad just needs some helpful reminders because he already gets that ditching dairy can save the planet loads of carbon emissions, or if he needs more of a total reprogramming because he is pretty much good with watching the planet burn so long as he can do it while eating a double cheeseburger, this guide has you covered.

“To be specific, you’ll find facts, rhetorical manoeuvres, tips, recipes and a bunch of other stuff designed to help you get dad on a more planet-friendly track because clearly, you are the guy’s best hope.”

Source: https://help-dad.com/

A major component of Oatly’s new creative is four short spots, which show children discussing the difficulty of getting their dads to stop drinking cow’s milk. However, these have been received with mixed reaction, with some viewers claiming they make light of interventions and alcoholism.

The main offender here is an ad called ‘What have we here’, which reportedly aired over the weekend during an episode of The Voice UK. In the commercial, a dad is seen sneaking into the house in the dead of night with a bottle of milk, only to be caught out by his son.

“Gross and upsetting ads making light of addiction and alcoholism, turning interventions into moralism and moralism into marketing. Oatly going for PETA’s belt,” one user tweeted.

However, Oatly said this was not its intention with the commercial, responding to that user’s complaint: “We’re not trying to make light of interventions and alcoholism—we’re using the dynamic you’d typically see between parents and their teenagers where it’s the parents that are educating them.

“We wanted to turn these roles around since studies show it’s largely teenagers that are concerned about the climate and how our diet impacts the planet, while it’s men between 44–75 that don’t tend to share the same concern when it comes to their eating habits. Love, Oatly.”

You can check out the rest of Oatly’s new commercials, below.

 

 

Featured image source: YouTube/Oatly




Please login with linkedin to comment

Oatly

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]