Challenger food brand Oatly is taking on the European Parliament with a campaign mocking potential restrictions on the brand’s packaging.
The short films succeed in showing what, on the surface, seems to be an absurd change in law: the proposed amendment 171, which could see words and phrases like “contains no dairy” or “creamy texture” potentially banned for being “misleading”.
As a brand that regularly takes on the milk lobby, Oatly’s new digital ‘Are you stupid?’ campaign intends to head off the potential regulatory restrictions, which could affect the packaging of Oatly and other plant-based products.
In addition, the changes could restrict brands from communicating climate impact comparisons (or any comparisons) between plant-based and dairy products, Oatly claims.
It’s absurd. And in true Oatly fashion, the tongue-in-cheek ad mocks it and takes it on sarcastically.
Created by Oatly’s in-house creative team, the Oatly Department of Mind Control, Are you stupid shows people attempting to distinguish between dairy-based products, based solely on packaging.
“It turns out, people are not stupid,” the ad says, as consumers correctly guess which products contain dairy.
The ad ends by directing viewers to a petition (which has received nearly 270,000 signatures thus far) to challenge the European Parliament’s response to amendment 171. The parliament voted ‘yes’ on amendment 171 in October, however, trialogue negotiations remain before the changes are passed.
In addition, a follow-up commercial shows consumers attempting to serve Oatly from alternative packaging (paint tins, bleach bottles and spray bottles).
As Oatly explains, “just because it looks like milk packaging” does not mean that Oatly is trying to mislead people who drink cow’s milk.
The campaign is accompanied by online Are you stupid tests, which, in the smartass tone-of-voice Oatly is known for, challenge consumers to see if they can tell the difference between bananas and apples, shoes and hats, and others, to eventually differentiate between dairy and plant-based products.
The final question asks, “which one is milk?” alongside two products marked as ‘milk’ and as ‘oat drink’.
This, of course, plays into Oatly’s point-of-difference as an ‘oat drink’, not an ‘oat milk’, brand.
The campaign is the brain-child of in-house creative director Michael Lee, and comes a month after Oatly launched its campaign to “help dads quit dairy”.
Further information regarding the proposed law changes and Oatly’s campaign against them can be found here.
Featured image source: YouTube/Oatly
Please login with linkedin to commentOatly
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]