Oatly Branding Strategy and Marketing Case Study

Analysis and examples of Oatly’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

Back To The Branding Strategies Homepage

Oatly brand logo

Brand Overview

Category

  • Food & Beverage
  • Non-Alcoholic

Business Type

Physical Products

Website

https://oatly.com

Customers

Target Customer

Non-Dairy Milk Drinkers

Primary Need (Job To Be Done)

Drink a non-dairy milk product that tastes great and supports sustainability

Brand Visual Identity & Content

Primary Brand Colors

[

#9FCAD6

[

#000000

Brand Typefaces

  • John Rounded Pro
  • Magdaot

Hero Content

Airbnb hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Look! Oat Merch Is Back.
 
Subheadline
Some new oat-positive stuff is happening in our web shop, like Wow No Cow t-shirts, Post Milk Generation totes, Oatly pins and other merch-like objects. Click above to check them out! Or don’t. Whatever.
 
CTA
This Way

Benefit or Feature Focus

Feature

Tone of Voice

Keywords
Funny, Quirky, Informative
 
Dimensions
Funny (+3) <> Serious
Casual (+3) <> Formal
Irreverent (+2) <> Respectful
Enthusiastic (+2) <> Matter of Fact

Brand Archetypes

(Learn More About Brand Archetypes)

Primary

Jester

Jester Brand Archetype

Secondary

Outlaw

Outlaw Brand Archetype

Tertiary

Sage

Sage Brand Archetype

Brand Positioning Strategy (Elements of Value)

(Learn More About The Elements of Value)

Aspirational

Affiliation & Belonging

Element of Value Affiliation & Belonging

Emotional

Wellness

Element of Value Wellness

Functional

Variety

Element of Value Variety

Quality

Element of Value Quality

Sensory Appeal

Element of Value Sensory Appeal

Brand Benefits

Benefit #1

Enjoy the taste and qualities of milk in a form that doesn’t upset my digestion

Benefit #2

Access a variety of flavors and products to make my diet more enjoyable

Benefit #3

Reduce the impact on the environment and negative treatment of animals that comes with the dairy industry

Competition

Key Competitors

Califia Farms, Silk, Planet Oat, So Delicious, Rice Dream, Chobani

Get Help Growing Your Brand

Free Brand & Marketing Workbook

Get immediate access to our 10 page workbook to help you define your Core Purpose, Vision, and Core Values, along with resources for Brand Archetypes, Tone of Voice, Messaging, and more!

Hands-on Brand Strategy Help

Transform your best business thinking into an actionable, shareable, growth-oriented guide. Click below to learn about the Brand Guidebook process.

Learn About The Brand Guidebook Process