Challenge

This bold plant-based brand aimed to boost awareness of its Barista Edition among UK coffee drinkers in a crowded dairy and alternative-milk market. The objective was to:

•Convert skeptics by proving Oatly’s taste performance in real-world coffee scenarios.

•Reach new potential drinkers  and coffee lovers in a memorable and engaging way.

•Deliver the message: “I love Oatly in coffee if I don’t know it’s Oatly.”

Solution

We launched a high-impact, multi-city OOH and DOOH campaign supported by a unique blind taste test activation.

•The sampling tour offered 8,000+ free coffees across the 5 biggest cities in the market.

•Support by a digital campaign across 7 media channels and creator partnerships created organic amplification.

•High visibility placements included large-format banners, 6-sheetposters, and wild posting in major city centers.

•Executed high reach by using wild posting as visual storytelling.

Results

The campaign brewed measurable engagement and delivered brand impact:

•OOH reach: Achieved strong coverage across major UK cities, connecting with 24% of the target audience.

•Digital impressions: Delivered over 115 million impressions, exceeding forecast by 29%.

•Increased Social media attention: Creative executions sparked organic traction and collaborations across socials.

•Experimental engagement: Over 8,000 free coffees served creating personalized brand interactions.

•Cultural moment: The breakfast rave with NTS Radio in Old Street, London became a shareable brand experience, energizing the campaign’s message.

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