"Fuck milk!" It’s nice when, like Oatly, you can boil down your corporate strategy into just two words. It’s even nicer when you make such successful progress with this mission as the Swedish oat drink brand does. But the best part must be when your competition continuously serves you perfect opportunities on your way up—just as the dairy industry has done at, or rather, for Oatly.
The brand has coolly capitalized on all these opportunities and has grown into the absolute market leader in Germany in just eight years—partly because it does things very differently from others when it comes to marketing. In this podcast episode, Oatly’s Germany head, Svenja Fritz, reveals how Oatly approaches this. She also explains why Oatly abolished its marketing department, why the brand celebrates its failures at fckoatly.com, what is behind the 1.5 million euro fine they were sentenced to pay, and how the brand escaped the eco-niche where it started less than eight years ago.