Dairy alternatives brands are used to doing different, which might explain the unusual marketing effort from not-milk brand Oatly last week.
It tweeted a short video of ‘multi-talented CEO Toni Petersson’ sitting in a field, jabbing at a keyboard and quite literally singing the praises of his drink. And if you thought it wasn’t possible for the phrase “wow, wow, no cow” to lose its meaning through repetition, then you’re in for a surprise.
“It’s like milk,” signs off an ecstatic Toni. No wonder the dairy world is quaking in its boots.