Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Oatly Made Sustainability a Brand Voice
In this episode of Building Brands with Fexingo, Lucas and Luna unpack how Oatly turned a liquid oat base into one of the most polarizing—and effective—brand voices in modern consumer goods. They trace the journey from a 1990s Swedish university project to a stock market darling, focusing on the pivotal 2014 brand overhaul that swapped generic health claims for a tone described as 'confrontational, self-aware, and vaguely Swedish.' The hosts examine how Oatly used stark typography, share-the-facts packaging, and a willingness to criticize the dairy industry itself to build a…
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