Campaign: Oatly CEO Sings About His Products In A Field Of Oats

Campaign: Oatly CEO Sings About His Products In A Field Of Oats
Jacob B
By Jacob B

Oat milk brand Oatly has released a campaign titled ‘Wow No Cow’ where the CEO sings about the brand in a field of oats.

The brand teamed up with ad agency Forsman & Bodenfors for the spot.

Oatly makes oat drinks and only drinks. They don’t know anything about almonds or soy or rice or low-fat cows. All they know is oats. How to grow them, harvest them, choose them and turn them into liquid goodness.

“When they first told me they wanted me to sing a song in an oat field I seriously thought they were kidding. How could that ever work to tell our story? I didn’t originally have time to write a song so they wrote one for me and I really hated it—don’t they think I have any creative integrity? So I wrote something I felt I could put my name on and then went out in the middle of the oat field with a synth from the 80s and tried to play it, said Toni Petersson, CEO of Oatly.

The film titled ‘Wow No Cow’ is part of a series of films in which Toni takes Oatly’s message to a wider online audience. The films are both quirky and straightforward – like the brand itself. The series of films are created by agency Forsman & Bodenfors, who also created the legendary ‘The Epic Split’ by Volvo Trucks.


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