Oatly Tone of Voice — Quirky & Sustainable
Tagline: "It's like milk but made for humans"
Industry: Plant-Based Dairy
Sector: Food & Beverage
How Oatly Communicates
Oatly talks like no other food brand — deliberately weird. "It’s like milk but made for humans" is cheeky, self-aware, and a little provocative — quirky, sustainable, anti-corporate. The voice is oddball and disarming, turning packaging into a running joke you cannot ignore.
Tone Words
Oatly's brand voice is defined by the following tone words: Quirky, Sustainable, Rebellious.
Communication Style
- Language Style: Oddball
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
Oatly Brand Story
Oatly has become the poster child for successful challenger branding in the food industry. The Swedish company, founded in the 1990s from research at Lund University, languished in obscurity until a 2012 rebrand transformed it into a cultural phenomenon. With deliberately unconventional packaging featuring self-deprecating humor and bold sustainability messaging, Oatly positioned itself as the anti-establishment choice in the dairy aisle. The brand's Barista Edition became the oat milk of choice in specialty coffee shops worldwide, and its provocative marketing—including a Super Bowl ad of the CEO singing awkwardly—generated billions in earned media.
Brand Message
Oat milk that's better for you and the planet
Brand Mission
To make it easy for people to turn what they eat and drink into personal moments of healthy joy
Brand Positioning
Core Concept: Post-Milk Generation
Central Tension: Tradition vs. Disruption
About Oatly
Oatly Group AB is a Swedish food company, publicly traded on the American stock market, that produces alternatives to dairy products from oats, including oat milk. Oatly was formed in the 1990s using research from Lund University. Oatly has headquarters in Malmö and a production and development centre in Landskrona. Oatly's key markets are Sweden, Germany and the United Kingdom. The company's products were available in 60,000 retail stores and 32,200 coffee shops around the world as of 31 December 2020. Oatly is available in 11,000 coffee and tea shops in China, and at more than 6,000 retail and specialty shops across the United States, including thousands of Starbucks locations.
Frequently Asked Questions About Oatly
What is Oatly's tone of voice?
Oatly uses a quirky, sustainable, rebellious tone of voice. Their communication is oddball, typically using statement-style sentences in the present tense. Their tagline "It's like milk but made for humans" exemplifies this voice.
How does Oatly communicate with customers?
Oatly has become the poster child for successful challenger branding in the food industry. The Swedish company, founded in the 1990s from research at Lund University, languished in obscurity until a 2012 rebrand transformed it into a cultural phenomenon. With deliberately unconventional packaging featuring self-deprecating humor and bold sustainability messaging, Oatly positioned itself as the anti-establishment choice in the dairy aisle. The brand's Barista Edition became the oat milk of choice in specialty coffee shops worldwide, and its provocative marketing—including a Super Bowl ad of the CEO singing awkwardly—generated billions in earned media.
What is Oatly's brand message?
Oatly's core message: Oat milk that's better for you and the planet Their mission: To make it easy for people to turn what they eat and drink into personal moments of healthy joy
What is Oatly's slogan?
Oatly's slogan is "It's like milk but made for humans". It carries their quirky, sustainable, rebellious voice.
What is Oatly's mission?
Oatly's mission: To make it easy for people to turn what they eat and drink into personal moments of healthy joy
What makes Oatly's brand voice unique?
Oatly stands out through their quirky, sustainable, rebellious communication style. Their central brand tension, "Tradition vs. Disruption", shapes how they communicate across the Food & Beverage sector.
What language style does Oatly use?
Oatly uses oddball language, with imaginative messaging, in statement-style sentences, using the present tense.
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