Getting people to take a leap of taste with Oatly, by recruiting creators to reframe oat milk as The Milk.
Oatly is a challenger dairy brand known for its culture-changing positioning and delectable product. Our focus was driving talkability, consideration and sales by turning the conversation from purpose to taste.
Taste is hard to communicate without falling for the same old advertising tropes. Oatly needed a way to make “oat tastes good” feel interesting, credible and shareable.
“Small World helped us communicate great taste by collaborating with creators and made oat milk feel genuinely exciting again.”
We recruited niche creators, built an oat coffee lookbook, launched live experiences and even captured the sound of taste to make flavour entertaining, not instructional.
We sold the great taste of Oatly across culture with creators.
