[misschresser]

Oatly is a successful brand and their marketing is clever, but that doesn't mean they are "The New Coke".

Oatly has never pretended sugar is good for you, it's listed on the box, we all see it. And I don't think they should be put on blast for their use of canola oil of all things..and by the way nobody is drinking it because of the health benefits of that.

The most effective thing they did from a marketing standpoint was an anti-dairy campaign. Their biggest achievement is making people go "Yea... cow's milk is kinda weird, why wouldn't I drink an alternative that tastes just like it".

Coke, cigarettes, sugar campaigns -- They sold you on this idea that life can be more amazing if you just use this product.

Oatly did something different. They said "Hey your life can be about the same as it is now, enjoying dope milk, but without drinking cow's milk like a weirdo". And it worked.

[ricardobeat]

Looks like you're ignoring the main theme here. People do choose oat milk because it is supposed to be a healthier or more sustainable alternative to cow's milk, but the reality is that it could be worse. Ignoring the GI for example is what would make it 'the new coke', like we did for sugar itself in past decades.

[KitDuncan]

Please share any sources that say it could be less sustainable than milk. There is absolutely no way this would be true.

[stevula]

> People do choose oat milk because it is supposed to be a healthier or more sustainable alternative to cow's milk, but the reality is that it could be worse.

Surely the environmental costs associated with feeding and raising cows far outweigh whatever environmental impact of Oatly’s plant-based ingredients. Not sure about the health aspect though.

[fragile_frogs]

it is more sustainable: https://www.bbc.com/news/science-environment-46654042 and I for one don't drink oat milk because it's healthier, but because it's not cows milk.

[turtlebits]

I always thought the reason why people choose milk alternatives is they're either vegan or intolerant. Personally I find oat milk the least unappetizing.

[AndrewBissell]

I think my favorite example of a PR campaign along these lines came from the propaganda master himself, Edward Bernays: https://en.wikipedia.org/wiki/Torches_of_Freedom