Source: investors.oatly.com
Oatly
Oatly is a Swedish plant-based food company best known for its oat milk, positioning itself as a challenger brand that combines sustainability advocacy, irreverent editorial tone-of-voice, and category redefinition against traditional dairy.
Key-Facts
Founded
1994
Logo
Industry
Beverages
Headquarters
Sweden
Current claim
"It's like milk, but made for humans."
Vision
To lead the global shift towards a sustainable, plant-based food system, benefiting both people and the planet.
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Mission
To make it easy for people to eat better and live healthier lives without recklessly taxing the planet's resources in the process.
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Brand Chronology
Oatly Turned “Spam” Into Strategy With a Campaign Designed to Be Impossible to Ignore (2023)
Oatly Turned “Spam” Into Strategy With a Campaign Designed to Be Impossible to Ignore
2023
Oatly launched a global “Spam” campaign in 2023, using intrusive, absurd advertising to promote a newsletter while actually driving large-scale brand awareness.
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Oatly debuts at the Super Bowl with a CEO-written jingle (2021)
Oatly debuts at the Super Bowl with a CEO-written jingle
2021
Oatly debuts at Super Bowl LV with a 30-second spot in which CEO Toni Petersson sings his self-written jingle 'Wow, No Cow.'
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Oatly’s Radical Rebrand Turned Packaging Into Media and Built a Global Challenger Brand (2014)
Oatly’s Radical Rebrand Turned Packaging Into Media and Built a Global Challenger Brand
2014
Oatly’s 2014 rebrand replaced conventional packaging and messaging with bold design and provocative language, turning cartons into advertising and positioning the brand as a challenger to the dairy industry.
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Logo Design (1994)
Logo Design
1994
Oatly was founded in 1994 by food scientist Rickard Öste and his brother Björn Öste. The parent company of Oatly AB is Ceba AB, which was founded together with the cereals company Skånska Lantmännen on 17 February 1994.