When Oatly Took Down The Moo-fia

Brands want to broadcast, but social media rewards relevance. 

In recent years we’ve seen brands engage with viral posts and awkwardly attempt to insert themselves into the conversation. It’s very easy to try too hard and come across as cringeworthy. Especially when doing it via a creator on behalf of a brand on merciless social media. The trick is to play into the mood of the moment.

Serialized sketches - where one creator takes on the role of many characters - have been hugely successful. We knew that if we got the tone and timing right, we could slip Oatly in as the follow-up character and add to the fun instead of distracting from it.

And it wasn’t just us. The audience was asking too:

“@Thunderhobs: we need the oat milk pov 😭😭😭”

As a brand that knows what it takes to operate at the speed of culture, we aligned on the idea immediately. Now, we just needed Andrea on board.

Audience Appreciation

Audience reactions proved the validity and memorability of Oatly’s contribution:

• "Omg!!! So good 😂😂😂 perfect brand collab 🥰"

• “Bravo again and great work from the @oatly marketing bods for partnering with this talented actor so promptly 👏👏👏😍 I might have to go back myself ;)”