Oatly: Milk, missteps, and mastering controversy

People seem to love a good controversy, the irresistible allure of stirring up emotions and raising eyebrows. It may seem counterintuitive, as controversy usually breeds negativity. Yet, there's an undeniable fascination with it that captivates certain individuals.

Enter Oatly, the Swedish alternative milk brand, renowned for fearlessly plunging into controversial advertising. They seem to have an endless supply of attention-grabbing marketing messages that keep fans on their toes and critics sharpening their pencils.

Narrowing down their standout risky moves is no easy task. We've seen it all, from the audacious "it’s like milk but made for humans" campaign to 2022’s bold "need help talking to dad about milk?". And let's not forget Oatly's latest endeavor—offering to foot the bill for ad space so the dairy industry can discuss their carbon footprint. Oatly embraces controversy, the backlash, the boycotts, and the negative press by carving out their own space online.

Introducing fckoatly.com, a website born last year but recently thrust into the spotlight as interest mounts. It serves as an homage to the brand's most famous controversies, complete with links and references for the uninitiated. The site showcases a compilation of internet reactions, leaving no stone unturned. Mind you, it doesn't endorse or condone past controversies; it merely acknowledges their existence and provides a platform.

Why? Oatly boasts an unwavering identity, showcasing remarkable confidence by embracing past missteps and controversies instead of sweeping them under the rug or insisting they were always right.

Now, as haters gonna hate, Oatly has even created a website for those bound to be upset by their first creation—fckfckoatly.com. It's an outlet for dissatisfied individuals to voice their disdain. But wait, there's more! For those who despise fckfckoatly.com, there's fckfckfckoatly.com. And yes, the cycle continues.

So what’s the lesson here? Oatly has always danced on the risky side, armed with a sense of humour that won't resonate with everyone.

But hey, every brand has its niche, and Oatly knows there's a devoted following out there that appreciates their daring business choices, chuckles at their inside jokes, and adores the product for its values, rather than the backlash it receives.

By refusing to cater to everyone, by exuding the confidence to embrace controversy and resisting the pressure to yield to boycotts, Oatly has crafted a brand that boldly stands out among other alternative milk options.

Unless, of course, you're one of their fervent detractors. In that case, go ahead and click here.