OAT MILK MEETS MEXICO CITY: OATLY'S TROUBLING (BUT SUCCESSFUL) MEXICAN MARKETING CAMPAIGN

Summary from the TLDR Marketing newsletter

Oatly's campaign in Mexico City sparked backlash for using English ads in a Spanish-speaking country. The brand focused on gentrified neighborhoods like Roma Norte and Condesa, where expats and affluent locals live. Critics called out the lack of cultural adaptation and the health concerns of its product. Yet the campaign worked. Oatly partnered with trendy cafes, ran pop-ups, and referenced local sounds like “Se compran colchones”.