Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How Oatly Turned a Boring Ingredient Into a Cultural War
Episode 97 of Brand Storytelling with Fexingo dives into Oatly's unlikely rise from a decades-old Swedish oat drink to a lightning rod for culture wars. Lucas and Luna unpack the specific branding decisions that made a plant-based milk alternative feel like a statement: the unconventional packaging copy, the hipster-apocalypse ad campaign banned in the UK, and the deliberate strategy of picking fights with dairy. They explore how Oatly's Swedish founder, Rickard Öste, a food science professor, stumbled into a marketing goldmine by insisting on being weird, and how the brand's…
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