Oatly wants to update Santa’s Christmas Eve milk-and-cookies tradition

Dive Temporary:

• Oatly launched a vacation advertising and marketing marketing campaign that encourages shoppers to place out oatmilk and the French dessert croquembouche for Santa Claus on Christmas Eve as a substitute of the standard milk and cookies, per particulars shared with Advertising and marketing Dive.
• A 60-second video operating on social media and in cinemas paperwork a style check the model gave to 31 skilled Santas. In 15-second movies showing on channels like social and streaming, the model replaces archival footage and audio of milk and cookies with references to Oatly, oatmilk and croquembouche.
• An extension of Oatly’s cheeky “Replace Milk” platform, the seasonal marketing campaign additionally options out-of-home wild postings and digital OOH, together with a twist on the traditional Yuletide log video, that may run in New York, Los Angeles and Chicago.

Dive Perception:

For its vacation marketing campaign, Oatly is taking purpose at one in every of dairy milk’s most cherished events: performing as half of the standard deal with overlooked for Santa Claus on Christmas Eve. To sweeten the pot, the Swiss milk various paired oatmilk with croquembouche, a decadent French dessert whose conical form resembles a Christmas tree.

Central to the marketing campaign is a 60-second video that paperwork a style check the model performed with 31 skilled Santas, together with a ventriloquist and a close-up magician. All however one Santa selected Oatly’s various. “The information is plain,” a title card proclaims. “96.774% of Santas desire oatmilk & croquembouche.”

The marketing campaign additionally options two spots that iterate on the model’s “Replace Milk” platform, which launched final yr, with edits to archival footage that substitute milk with Oatly in an unsubtle style. “Love Santa” updates an outdated Polaroid industrial whereas “Go away A Observe” refreshes social content material. As well as, the marketing campaign will embrace wild postings in main cities and a digital OOH video that may run in high-foot visitors areas like New York’s Port Authority.

As with earlier campaigns, Oatly’s advertising and marketing goes on the assault and has some enjoyable on the expense of the dairy business. This kind of aggressive sparring has made a current comeback as manufacturers, particularly challengers, tackle established rivals on points like worth.

Oatly notched $208 million in Q3 income, a ten.9% year-over-year enhance pushed by an 18.1% enhance in North America, in keeping with its newest earnings report. Whereas milk alternate options have gained traction with shoppers, the business has confronted inflationary pressures that not too long ago brought on its first gross sales decline in years, per NielsenIQ knowledge.