A SHORT REMINDER OF OATLY'S REBRAND

Summary from the TLDR Marketing newsletter

Most people don't know Oatly started in the 90's. With flat growth, the board shook things up by hiring a CEO outside of the food industry. The marketing department was replaced with a creative team that was involved in every business division and decision. Instead of using paid media to drive the brand's quirky messaging, the company made every square inch of the product packaging work harder. It lived and breathed the phrase “be human and not a logo”. The company gave a voice to the real people behind the brand.