CLIENT
Oatly
Amanda Chan - Marketing and Communications Lead
AGENCY
Annouchka Behrmann - Head of Brand
Gary Lai - Senior Manager
Natalie Ngai - Senior Executive
Tiffany Chan - Assistant Manager
Joyce Lai - Assistant Director
Sunny Idea
Leung Chung - Head of Creative
SUMMARY
How do you convince dairy milk lovers to trial a sustainable alternative? When Swedish oat-milk brand Oatly launched in Hong Kong, dairy consumption was increasing, and there was low awareness of plant-based milk, but Oatly had limited marketing budget. Discovering there was no word for plant-milk in Chinese, our bold solution was to create a new word for the category. A Swedish brand adding to the venerated Chinese language provoked attention and debate about sustainable choices and drove trial: in less than 1 quarter Oatly sales increased 40%.
