Eva Lang 
The Marketing Strategy of Oatly [PDF ebook] 

Studienarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation – Public Relations, Werbung, Marketing, Social Media, , Sprache: Deutsch, Abstract: This paper examines the marketing strategy of Oatly. Founded in the 1990s by a Swedish research team, Oatly is today one of the world’s most popular brands of oat-based dairy alternatives. With the relaunch in 2014, the brand has taken up the cause of consumers’ and the planet’s well-being, heralding the transformation from a food production company to a purposedriven lifestyle brand. From the original oat drink, the company has diversified into several categories and in more than 30 countries.

Oatly’s moral philosophy that revolves around the core values of sustainability, responsibility, and transparency resonates well with its main targets, i.e. consumers that seek dairy-free alternatives for health or ethical reasons. At the same time, refusing to be a niche brand, Oatly emphasizes its products’ taste and usability to make them appeal to the broad masses that are necessary to bring about the desired macrosocial shift. In fact, the brand’s purpose is not only to optimize its own resource efficiency but to drive a fundamental change in the global food system and society that goes beyond the own business. To this end, Oatly positions itself as an activist that aims to mobilize a debate around the cause of the planet’s health. These objectives are founded on the shared commitment of employees and suppliers which complete the four main strategic goals set by Oatly.