If you’re sipping an oat milk latte as you be informed this, you could be in good fortune.

Keep learning to learn the secret sauce (er–milk?) to Oatly’s killer guerilla marketing strategy.

Find out why international chief inventive officer fired all the promoting department, why Oatly is a huge fan of posting their complaints online, and Brendan Lewis’ consider that enlargement promoting should be “neutered, if not totally destroyed.”

Lesson 1: Put creatives at the forefront.

Brendan Lewis, Oatly’s EVP of global communications and public affairs, says it all started when international chief inventive officer John Schoolcraft was tasked with turning a small Swedish milk company into a global sensation.

His first step towards global domination? Firing all the promoting department.

Then he took the inventive department and put them at the center of the business. The inventive team is eager about the whole thing, from product sales meetings to provide chain meetings.

Lewis says this allows his team at Oatly to fail to remember about typical promoting techniques in need of feeding off the moment, and lets them be further transparent with people.

A first-rate (and hilarious) example: When the Spanish dairy foyer sued Oatly over its ad proclaiming, ‘It’s like milk, alternatively made for other folks‘ ad, Oatly didn’t get defensive. It merely posted all the lawsuit online.

Or, my private favorite: FckOatly.com — Oatly’s web page dedicated to gathering all their bad press and harmful comments in one place.

It’s like if Yelp one-star reviews had a baby with the worst Reddit trolls, curated by way of Oatly themselves.

Lewis tells me the meetings about FckOatly.com have been one of the most hilarious of his occupation. There are a lot of permutations of FckOatly.com (like FckFckOatly.com, and on, and on) and whilst you apply it to the highest, you’ll be able to find a phone amount you’ll be capable of title to test to your displeasure.

None of which he ran by way of jail.

“And now,” He concludes with a mischievous grin, “When our promoting does no longer land, it’s merely further content material subject material for FckOatly.com. So everybody wins, even supposing we lose.”

Lesson 2: Don’t let enlargement promoting dominate your methodology.

A favorite rant of Lewis’ is his consider that enlargement promoting should be “neutered, if not totally destroyed.”

“It isn’t the rest more than spreadsheet promoting,” he tells me. When marketers are buying clicks and perfecting their emails for click-through fees, Lewis says they’re leaving out an the most important part: emotion.

“For those who occur to water down your message to optimize it for clicks, you lose your soul,” he tells me without a trace of grandiosity. “The emotion and the belief should be there. It can not merely be anyone looking at electronic message click-rates all day.”

(Got it – I‘ll prevent obsessing about this electronic message’s matter lines…)

For Oatly, this means taking the jump without testing it to loss of life first. Like in 2023, when the company bought billboards in Instances Sq. to proudly endorse its native climate label. (The Oatly team invited the dairy industry to sign up for them. They declined.)

The secret sauce? Oatly is a mission-led company that happens to advertise oat milk; it’s not a product-led company searching for a challenge. So its leaders are ready to act on impulse and suspend as long as they know their messaging caters to their larger function of selling sustainability.

Lesson 3: Superb promoting is like free-falling from outer space.

When asked which emblem he seems to for inspo, Lewis spitfired a handy guide a rough response: Purple Bull.

Endearingly known as a “center attack in a can.”

Lewis’ eyes light up when he talks about them: “They don’t do product promoting. They’re all about way of living and people jumping from outer space. They get people talking.”

They do, and so does Oatly. And while in all probability all folks can not to find the budgets (or the adrenaline-junkie volunteers, for that matter) to fling other folks from the threshold of area, there’s something to be said for pushing the boundaries of our promoting campaigns to hook up with people emotionally… CTRs be damned.

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