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
SHARE
THIS



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

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]