{"id":17160,"date":"2025-06-24T13:37:31","date_gmt":"2025-06-24T06:37:31","guid":{"rendered":"https:\/\/newviet.vn\/?p=17160"},"modified":"2025-06-24T14:22:11","modified_gmt":"2025-06-24T07:22:11","slug":"oatly-ban-sua-yen-mach-nhung-gioi-pha-tro","status":"publish","type":"post","link":"https:\/\/newviet.vn\/en\/press\/product\/oatly-ban-sua-yen-mach-nhung-gioi-pha-tro\/","title":{"rendered":"[Brands Vietnam] Oatly \u2013 Selling Oat Milk, Mastering the Art of \u201cCracking Jokes\u201d"},"content":{"rendered":"\n<p data-start=\"53\" data-end=\"298\">In 2014, when plant-based milks were still seen as merely a \u201cbarely acceptable\u201d substitute for animal milk, <a href=\"https:\/\/newviet.vn\/san-pham\/thuc-uong-yen-mach-oatly-1l\/\">Oatly<\/a> quietly \u201cslipped into\u201d American favorite lattes at coffee shops. This presence emerged naturally and spread like a \u201chealthy virus.\u201d<\/p>\n<p data-start=\"300\" data-end=\"565\">Interestingly, Oatly\u2014a Swedish oat milk brand\u2014stood in stark contrast to the \u201chealthy, gentle\u201d image people typically expect from plant-based products. Instead, they strategically chose to \u201cdisrupt\u201d with a bold mission: to lure cow milk drinkers over to their side.<\/p>\n<p data-start=\"567\" data-end=\"863\">Oatly\u2019s standout feature has been its unconventional advertising. In 2014, the company\u2019s new CEO appeared in a TV commercial, singing a song that \u201cdirectly challenged\u201d the entire dairy industry. The lyrics carried a sharp irony:<br data-start=\"795\" data-end=\"798\" \/>\u201cLike milk, but for humans\u2026 And wow, there\u2019s no cow here at all.\u201d<\/p>\n<div class=\"youtube-wrapper\"><iframe src=\"https:\/\/www.youtube.com\/embed\/_HQU0MB0D5A?si=-EMoTC0qjE9ApIYK\" title=\"YouTube video player\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p data-start=\"865\" data-end=\"1078\">However, the ad was immediately banned after Sweden\u2019s national dairy lobby filed a lawsuit. What\u2019s remarkable is that by 2021, that same commercial aired during Super Bowl LV\u2014the biggest sporting event in the U.S.<\/p>\n<p data-start=\"1080\" data-end=\"1363\">From that game onward, Oatly exploded into attention on Twitter and across media. Embracing satire, Oatly even leaned into controversy by releasing a free merchandise line titled <em data-start=\"1259\" data-end=\"1291\">\u201cI Hate That Oatly Commercial\u201d<\/em>\u2014a clever marketing move that turned criticism into customer engagement.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-1_1750216176.jpg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>The \u201cI totally hated that Oatly Commercial\u201d collection highlighted Oatly\u2019s signature deadpan wit &#8211; Source: Adweek<\/strong><\/p>\n<p data-start=\"1474\" data-end=\"1617\">This wasn\u2019t the brand\u2019s first unpredictable marketing stunt. Oatly\u2019s media strategies defied textbook formulas but achieved remarkable results.<\/p>\n<p data-start=\"1619\" data-end=\"1951\">Before becoming the \u201cloudmouth\u201d of branding, Oatly underwent a comprehensive makeover in 2014, from business strategy to brand identity. The company steadily pushed into the U.S. market at a time when plant-based milks comprised only a small fraction of the dairy market and consumers were largely unimpressed by substitute flavors.<\/p>\n<h2 id=\"1-oatly-khoi-dau-mo-nhat-giua-de-che-sua-thuy-dien\">Oatly\u2014A Modest Start in Sweden\u2019s Dairy Empire<\/h2>\n<p>Founded in 1994 by food scientists Rickard \u00d6ste and his brother Bj\u00f6rn \u00d6ste at Lund University in Sweden, oat milk was originally designed for lactose-intolerant individuals. At the time, cow\u2019s milk dominated the market, and the concept of plant-based milk wasn\u2019t yet a consumer priority.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-2_1750216249.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>Rickard \u00d6ste (right) and his brother Bj\u00f6rn\u2014founders of Oatly &#8211; Source: Aventureab<\/strong><\/p>\n<p>In the 1990s, the average Swede consumed about 330 pounds (nearly 150\u202fL) of milk per year, far more than Americans at around 233 pounds. Despite the large Swedish dairy market\u2014especially among the lactose-intolerant \u201cblue ocean\u201d\u2014Oatly couldn\u2019t secure a significant share.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-3_1750216372.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>In the 1990s, the average Swede consumed about 330 pounds (nearly 150\u202fL) of milk per year &#8211; Source: CNBC<\/strong><\/p>\n<p>For nearly two decades, Oatly remained a quiet Nordic niche. Although it debuted in the U.S. in 1996 under Pacific Foods\u2019 organic label, it existed as a health-conscious niche product with no major consumer impact.<\/p>\n<p>A pivotal moment arrived in 2012 when entrepreneur Toni Petersson joined as CEO. His disruptive mindset and refusal to waste Oatly\u2019s potential were exactly what the brand needed. Petersson had an immediate international vision: recognizing that the plant-based milk market was nascent, he aimed for Oatly to be a pioneer. He positioned the brand not just as a \u201ccow milk alternative,\u201d but as a new lifestyle\u2014\u201cIt\u2019s like milk, but made for humans,\u201d a satirical critique of dairy.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-4_1750216423.jpg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>Mr. Toni Petersson is an entrepreneur with a disruptive mindset who was determined not to let Oatly\u2019s vast potential go to waste. &#8211;\u00a0Source: Oatly<\/strong><\/p>\n<p>In 2014, under Petersson\u2019s leadership, Oatly underwent a full brand overhaul: redesigning packaging, switching all labels to English\u2014signaling global ambitions\u2014and clarifying its voice: bluntly humorous, defiantly challenging.<\/p>\n<p>This wasn\u2019t just a packaging or logo update\u2014it was a revolution in customer communication. Everything was crafted to feel casual, non-commercial, and \u201cauthentically trustworthy.\u201d<\/p>\n<div data-margins=\"5\" data-provide=\"photoswipe justified-gallery\" data-row-height=\"250\" class=\"pull-offset-both justified-gallery\"><a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/oatly-ban-sua-yen-mach-nhung-gioi-pha-tro?utm_campaign=shareaholic&amp;utm_medium=copy_link&amp;utm_source=bookmark#\" class=\"jg-entry entry-visible\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-4a_1750216593.jpg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/a><a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/oatly-ban-sua-yen-mach-nhung-gioi-pha-tro?utm_campaign=shareaholic&amp;utm_medium=copy_link&amp;utm_source=bookmark#\" class=\"jg-entry entry-visible\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-4b_1750216603.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/a><a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/oatly-ban-sua-yen-mach-nhung-gioi-pha-tro?utm_campaign=shareaholic&amp;utm_medium=copy_link&amp;utm_source=bookmark#\" class=\"jg-entry entry-visible\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-4c_1750216614.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/a><a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/oatly-ban-sua-yen-mach-nhung-gioi-pha-tro?utm_campaign=shareaholic&amp;utm_medium=copy_link&amp;utm_source=bookmark#\" class=\"jg-entry entry-visible\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-4d_1750216625.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/a><\/div>\n<p data-start=\"68\" data-end=\"138\" style=\"text-align: center;\"><strong data-start=\"68\" data-end=\"138\">The \u201cmajor revamp\u201d of Oatly under Petersson. &#8211; Source: Aggregate<\/strong><\/p>\n<h2 id=\"2-truoc-tien-hay-chinh-phuc-nhung-coc-ca-phe-cua-nguoi-tieu-dung\">First, win over consumers through their \u201ccoffee cups.\u201d<\/h2>\n<p>Demand for alternative milks continued to grow strongly. According to Mintel, from 2012 to 2018, sales of non-dairy milks rose by more than 60%, with an increasing variety\u2014including macadamia, pea, coconut, pecan, quinoa, hazelnut, cashew, flax, and hemp milks. However, no plant-based milk captured consumer attention as strongly as oat milk.<\/p>\n<p>One of Oatly\u2019s smartest strategic moves was to focus on the B2B channel before going after end consumers. Instead of spending heavily to persuade people to buy their products in supermarkets, Oatly decided to infiltrate specialty coffee shops and major caf\u00e9 chains.<\/p>\n<p data-start=\"817\" data-end=\"1402\">Oatly\u2019s market approach centered on baristas\u2014those who prepare coffee\u2014to introduce the product to customers. Under CEO Toni Petersson\u2019s leadership since 2012, Oatly sent barista-specific versions of their product to trendy caf\u00e9s in major cities. Intelligentsia Coffee, a renowned coffee brand, became Oatly\u2019s premier launch partner. Many customers first discovered Oatly through espresso drinks with oat milk foam made by baristas. Caroline Bell, the owner of a caf\u00e9 in New York, told <em data-start=\"1302\" data-end=\"1308\">TIME<\/em> that they had tried soy, almond, hemp, and coconut milks\u2014and none matched oat milk in coffee.<\/p>\n<p data-start=\"1404\" data-end=\"1757\">Once customers became accustomed to the flavor of oat milk lattes, demand for home use surged. By 2018, with Oatly present in over 1,000 caf\u00e9s, the brand started appearing on supermarket shelves at chains like Wegmans,\u202fFairway,\u202fand ShopRite, achieving $110 million in revenue.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-5_1750217197.jpg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>By 2019, Oatly was stocked in over 2,500 caf\u00e9s and stores. &#8211;\u00a0Source: Oatly<\/strong><\/p>\n<p>Oatly\u2019s appeal was further reinforced by creative advertising campaigns and product launches such as chocolate-flavored oat milk, \u201cOatgurt\u201d (oat yogurt), and cream cheese, along with viral social media buzz. During the \u201coat milk shortage of 2018,\u201d when demand outstripped supply and cartons were sold for up to $200 on Amazon, Oatly\u2019s reputation and attention skyrocketed. By July 2019, oatly.com was receiving approximately 990,000 visits per week\u2014an increase of over 500% compared to the previous year.<\/p>\n<p>By September 2020, after only a few years on U.S. shelves, oat milk became the second-most popular plant-based milk in the U.S., overtaking soy milk, which had previously held the top spot. Still, oat milk\u2019s sales lagged behind almond milk, which held a 63% market share with $1.497 billion in revenue for the year ending September 16, compared to oat milk\u2019s $213 million and soy\u2019s $202 million.<\/p>\n<p>Thanks to this smart market entry strategy, Oatly rapidly became a leading brand in the narrative around plant-based milk\u2019s rise in the U.S.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-6_1750217265.png\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>Oat milk sales in the US surged in 2019. &#8211; Source: CNBC<\/strong><\/p>\n<h2 id=\"3-di-nguoc-voi-nhung-nguyen-tac-quang-cao\">Going Against Advertising Norms<\/h2>\n<p data-start=\"2868\" data-end=\"3369\">When discussing Oatly&#8217;s meteoric success, the brand&#8217;s bold and entertaining marketing campaigns cannot be overlooked. While product quality and business strategy were essential, Oatly\u2019s creative campaigns acted as the \u201csecret sauce\u201d\u2014akin to co-founder Rickard \u00d6ste\u2019s innovative method of dissolving oat fiber to achieve a silky, dairy-milk-like texture without added sugar. Ultimately, these campaigns became the differentiating final ingredient that helped Oatly stand out among many non-dairy milks.<\/p>\n<p data-start=\"3371\" data-end=\"3647\">Outdoor advertising became Oatly\u2019s favorite playground, with countless unique and viral executions. They weren\u2019t afraid to test bold ideas\u2014packing billboards with text to emphasize product imagery or renting three adjacent ad spaces to deliver witty yet approachable messages.<\/p>\n<div data-margins=\"5\" data-provide=\"photoswipe justified-gallery\" data-row-height=\"250\" class=\"pull-offset-both justified-gallery\"><a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/oatly-ban-sua-yen-mach-nhung-gioi-pha-tro?utm_campaign=shareaholic&amp;utm_medium=copy_link&amp;utm_source=bookmark#\" class=\"jg-entry entry-visible\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-7a_1750221707.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/a><a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/oatly-ban-sua-yen-mach-nhung-gioi-pha-tro?utm_campaign=shareaholic&amp;utm_medium=copy_link&amp;utm_source=bookmark#\" class=\"jg-entry entry-visible\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-7c_1750221722.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/a><a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/oatly-ban-sua-yen-mach-nhung-gioi-pha-tro?utm_campaign=shareaholic&amp;utm_medium=copy_link&amp;utm_source=bookmark#\" class=\"jg-entry entry-visible\" target=\"_blank\" rel=\"noopener\"><\/a><a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/oatly-ban-sua-yen-mach-nhung-gioi-pha-tro?utm_campaign=shareaholic&amp;utm_medium=copy_link&amp;utm_source=bookmark#\" class=\"jg-entry entry-visible\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-7d_1750221793.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/a><\/div>\n<p><img decoding=\"async\" class=\"pull-offset-both\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-7e_1750221807.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>Creative advertising campaigns are the \u201cfinishing touch\u201d that helps Oatly stand out from the crowd of other nut milks. &#8211; Source: Synthesis<\/strong><\/p>\n<p>A standout example of Oatly\u2019s cleverness appeared in the Paris market. With French law prohibiting brand logos or product visuals in outdoor ads\u2014permitting only artistic imagery and messages\u2014Oatly cleverly circumvented the rule by leveraging environmental elements like trucks and pallet handlers to craft surprising, impactful messages. It was the perfect playful yet wholesome brand debut in France.<\/p>\n<div class=\"youtube-wrapper\"><iframe src=\"https:\/\/www.youtube.com\/embed\/DkouMtczAZA?si=mFuWNiKcQ_HkU1ME\" youtube=\"\" video=\"\" player=\"\" title=\"YouTube video player\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>In April 2025, Oatly once again made a splash with a blind-test campaign\u2014a staple in the beverage world\u2014executed in their trademark self-mocking style. Instead of highlighting their brand as traditional ads do, they downplayed their own importance, concluding: <em data-start=\"4323\" data-end=\"4370\">\u201cI like Oatly if I didn\u2019t know it was Oatly.\u201d<\/em><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-8_1750221904.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>Oatly deliberately downplayed its own role in the blind test campaign with the paradoxical conclusion: \u201cI like Oatly if I don\u2019t know it\u2019s Oatly.\u201d \u2013 Source: Build Hollywood<\/strong><\/p>\n<p>This approach turned advertising into pure entertainment rather than direct sales. Oatly created quirky, self-referential, even slightly \u201csilly\u201d content\u2014not always directly related to oat milk\u2014but designed to make audiences laugh and remember the brand.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-12_1750222057.jpg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>Oatly produces quirky, self-deprecating, and even slightly \u201csilly\u201d content.\u2013 Source: The Drum<\/strong><\/p>\n<p>With a creative philosophy of \u201cnot missing any crazy idea,\u201d Oatly rolled out an email spam campaign in 2023\u2014a taboo in marketing. Instead of hiding it, they plastered it on giant outdoor billboards and launched a monthly newsletter called \u201cSpam by Oatly.\u201d It featured absurdities like oat-milk latte recipes styled as an eye exam, employees\u2019 pet photos, and even instructions for including their web developers in their wills. This audacious move turned a forbid into a brand awareness catalyst and sparked a lively social media conversation.<\/p>\n<p><img decoding=\"async\" class=\"pull-offset-both\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-8_1750222091.jpg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>The \u201cSpam by Oatly\u201d campaign in 2023. \u2013 Source: The Works<\/strong><\/p>\n<p data-start=\"5257\" data-end=\"5638\">Oatly\u2019s \u201creverse marketing\u201d philosophy extended to crisis handling. The brand created a website called \u201cFck\u202fOatly\u201d (fckoatly.com) where they publicly acknowledged and explained past missteps\u2014from selling oat pulp to pig farms to facing global backlash over controversial investments. The site even teased \u201cmore scandals coming soon\u201d\u2014embracing a \u201cconsistent inconsistency\u201d approach.<\/p>\n<p data-start=\"5640\" data-end=\"5915\">Brendan Lewis, Global Communications VP, said that F*ck\u202fOatly reflects transparency and authenticity, offering a space for users to explore rather than being force-fed their narrative. What started with a few hundred visits quickly surged past 247,000.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-9_1750222191.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>The \u201cFck Oatly\u201d website publicly acknowledges and explains the brand\u2019s past mistakes. \u2013 Source: Screenshot<\/strong><\/p>\n<p data-start=\"5917\" data-end=\"6097\">They even anticipated backlash and introduced follow-ups like \u201cFck\u202fFck\u202fOatly\u201d and \u201cFck\u202fFck\u202fFck\u202fOatly,\u201d inviting users to express dissatisfaction\u2014a clever, playful riff on trolling.<\/p>\n<p data-start=\"6104\" data-end=\"6302\">These audacious moves resonated strongly with many consumers, though they also stirred controversy. Critics argued the ads were \u201ccheap clickbait\u201d since the product rarely appeared on the billboards.<\/p>\n<p data-start=\"6304\" data-end=\"6535\">Yet Oatly\u2019s Creative Director told <em data-start=\"6339\" data-end=\"6351\">Contagious<\/em>: <em data-start=\"6353\" data-end=\"6413\">\u201cbeing ignored is scary\u2014if no one looks, nothing matters.\u201d<\/em> Accepting that oat milk itself isn\u2019t inherently exciting, they prioritized making people smile at the sight of their ads.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-10_1750222244.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>The &#8220;response to the response&#8221; version \u2013 \u201cFck Fck Oatly\u201d \u2013 was created to let users express their dissatisfaction with the brand. \u2013 Source: Screenshot<\/strong><\/p>\n<p data-start=\"6542\" data-end=\"6880\">Of course, Oatly\u2019s innovative marketing cannot be separated from a sound business strategy\u2014patience and perseverance in entering each market served as the foundation behind their success. From the beginning, their B2B focus on caf\u00e9s and baristas proved the golden key that allowed Oatly to reach consumers in a natural and persuasive way.<\/p>\n<p><img decoding=\"async\" class=\"pull-offset-both\" src=\"https:\/\/cdn.brvn.vn\/editor\/2025\/06\/347854_thuong-hieu-oatly-11_1750222314.jpeg\" alt=\"Oatly \u2013 B\u00e1n s\u1eefa y\u1ebfn m\u1ea1ch nh\u01b0ng gi\u1ecfi \u201cpha tr\u00f2\u201d\" \/><\/p>\n<p class=\"wp-caption-text\" style=\"text-align: center;\"><strong>With a humorous, approachable advertising style and a deliberately unconventional mindset, Oatly has built a unique and distinctive brand identity. \u2013 Source: Green Queen Media<\/strong><\/p>\n<p>With humorous, approachable ads and deliberately contrarian thinking, Oatly built a distinct brand image that remains memorable\u2014even though they started as a modest alternative in the Swedish dairy empire.<\/p>\n<p style=\"text-align: right;\"><em><strong>Source<\/strong>: Phuong Quyen &#8211; brandsvietnam<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2014, when plant-based milks were still seen as merely a \u201cbarely acceptable\u201d substitute for animal milk, Oatly quietly \u201cslipped into\u201d American favorite lattes at coffee shops. This presence emerged naturally and spread like a \u201chealthy virus.\u201d Interestingly, Oatly\u2014a Swedish oat milk brand\u2014stood in stark contrast to the \u201chealthy, gentle\u201d image people typically expect from [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":17154,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1651],"tags":[],"class_list":["post-17160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-products"],"acf":[],"_links":{"self":[{"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/posts\/17160","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/comments?post=17160"}],"version-history":[{"count":6,"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/posts\/17160\/revisions"}],"predecessor-version":[{"id":17171,"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/posts\/17160\/revisions\/17171"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/media\/17154"}],"wp:attachment":[{"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/media?parent=17160"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/categories?post=17160"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newviet.vn\/en\/wp-json\/wp\/v2\/tags?post=17160"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}