An Example of Brand Strategy That Made Oats the Main Character

Oat milk didn’t just show up, it arrived. And suddenly, dairy looked… outdated.

That’s Oatly for you. It’s not just oat milk, it’s a masterclass in branding because it captures attention, sparks emotion, and builds a loyal following, a perfect example of brand strategy done right. Oatly turned a simple product into a statement, blending bold campaigns with sharp messaging to create a brand people actually care about.

But wait, what even is brand strategy? It’s the intentional plan a business creates to stand out, connect with its audience, and build loyalty.

Think of it like this, brand strategy is the heartbeat of your business. It’s what keeps everything flowing, the message, the vibe, the connection, just like Oatly’s bold voice and daring campaigns have turned a basic oat drink into a brand people actually feel something for.

That’s the power of strategy done right. It’s how you make people care, trust, and, honestly, feel something when they see your name. Done right, it’s magnetic. Done wrong? You’re just another name in a crowded market.

Oatly didn’t just sell milk alternatives. They made us laugh, made us think, and somehow, made oats cool. And because their strategy absolutely slaps, we’re going to break it down, no boring fluff, I promise.

Ready? Let’s get into why Oatly’s brand strategy is chef’s kiss perfection and what we can all steal—um, I mean, learn—from this example of brand strategy.

 

 

 

WHAT IS OATLY? An Example of Bold Brand Strategy

Oatly is a plant-based milk alternative made from oats (duh). But here’s the kicker, it doesn’t act like a milk brand.

They flipped the script on boring, beige health branding and went full personality mode. Their ideal customer?

• Trendy, eco-conscious millennials
• People who want to save the planet but also want to sip lattes and eat sugary cereal
• Literally anyone who enjoys a smirk worthy ad on the way to work

Oatly positioned themselves not just as a product but as a movement.

It’s the sustainability messaging, the bold, unapologetic tone, and the way they challenge the norms of the dairy industry that makes them stand out.

Oatly doesn’t just sell oat milk, they rally people around a shared belief: saving the planet can be simple, fun, and even a little rebellious.

That’s what turns a brand into a movement. They’re for people who don’t take themselves too seriously… except when it comes to the planet.

 

 

FEATURES OF OATLY’S BRAND STRATEGY: A Standout Example

1. Anti-Branding That Feels… Branded

Oatly nailed the “un-marketing” marketing style. Their packaging looks handwritten and slightly sarcastic, like your funniest friend decided to become a copywriter.

Takeaway: Drop the corporate voice. Talk like a human. Maybe a snarky one.

 

2. Bold, Risk-Taking Campaigns

Oatly made headlines for their “It’s Like Milk But Made for Humans” campaign (check it here). People were mad. Oatly didn’t care. It sparked conversations, and conversations build brands.

Takeaway: If everyone likes you, no one loves you.

 

3. Copy That Feels Like a Conversation

Their billboards? Their Instagram captions? Literal gold. It’s like they’re talking to you, not at you.

Example: “You actually read this? Nice. That’s commitment.”

Takeaway: Write like you’re having a chat over coffee. Not giving a PowerPoint presentation.

 

4. Sustainability Without Preaching

Oatly’s brand is loud about being plant-based and sustainable, but they wrap it in humor. They’ll tell you oat milk has 80% less carbon footprint, buuuuut they’ll make you laugh about cows at the same time.

Takeaway: Be serious about your values but lighthearted in how you share them.

 

 

WHO IS THIS STRATEGY FOR? An Example of Targeted Branding

• Startups: If you’re in DTC, e-comm, or lifestyle brands, you need Oatly energy.
• Visionaries: Founders who want to stand out, not blend in.
• Bold Brands: If you’re here to disrupt the market, take notes.

 

PROS AND CONS OF OATLY’S STRATEGY: A Balanced Example

Pros:

• Relatable, funny messaging = cult following
• Bold campaigns grab attention (even if they make people mad)
• Sustainability is core without feeling preachy

Cons:

• Bold = polarizing. Some people hate them.
• Risk-taking isn’t for the faint of heart. If you’re not ready to commit, don’t.
• Copycat brands might water down the vibe.

 

 

CONCLUSION: WHY OATLY’S STRATEGY WORKS AS AN EXAMPLE OF BRAND STRATEGY

Oatly knew they weren’t just selling oat milk. They were selling a personality, a cause, and a little chaos. That combo? Unbeatable.

If you want to make your brand the obvious choice, take notes from Oatly:

• Talk like a human.
• Be bold enough to spark a reaction.
• Build a movement, not just a product.

The brands people obsess over are the ones that feel alive.

 

POST IS TL;DR

Oatly turned oat milk into a movement with bold campaigns, anti-brand branding, and relatable copy. It’s a standout example of brand strategy, proving that being polarizing beats being forgettable. If you want to make people obsessed with your brand, act like Oatly: take risks, write like you’re human, and stand for something bigger.

 

 

If your brand feels like it could use its own Oatly moment, you know where to find me. And when you’re ready to make your brand the one people can’t stop talking about, my inbox is open—let’s get started.