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Brand
Campaign

Agency
TEAM
Oatly
Be On the Right Side of the Carton
Miami Ad School
Tammy Bai, AD
Elle Wierckby, CW
    The Problem
    Get teens and adults who haven’t yet made the switch from dairy milk to purchase Oatly oat milk.

    Strategy
    Creating a campaign from the point of view of fed-up dairy cows that influences people to empathize with them and go dairy-free with Oatly.

    Execution
    “Taking Back the Milk”: Mama cows are standing up for themselves and their kids by asking humans to stop stealing their milk. It’s for baby cows, not people.