Analysis

September 25, 2019

Why Oatly's latest ad campaign went badly wrong in its native Sweden

Chinese owners, upset farmers and an angry mob – no more honeymoon for Oatly as its latest anti-milk campaign creates a storm in Sweden.


Mimi Billing

6 min read

Is all press coverage good? Oatly has had a couple of difficult weeks in Sweden since launching its latest marketing campaign.

The Swedish oat drink company Oatly has long been an expert in controversial marketing campaigns.

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Mimi Billing

Mimi Billing is Sifted's Europe editor, based in Stockholm. She covers the Nordics and can be found on X and LinkedIn

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