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Oatly Marketing Shoreditch

Oatly pushes coffee drinkers away from dairy with ‘Ditch Milk’ creative


By John Glenday, Reporter

March 20, 2019 | 3 min read

Swedish oat drink specialists Oatly have unveiled their straight talking ‘Ditch Milk’ poster campaign, designed to encourage the public and baristas to think twice when ordering their lattes at the London Coffee Festival.


Oatly pushes coffee drinkers away from dairy with ‘Ditch Milk’ creative

Winning over converts from a sustainability standpoint Oatly argues that the production of oat-based milk produces 73% less CO2 emissions than cow’s milk.

Oatly’s creative director Michael Lee said: “Our message to the London Coffee Festival crowd and anyone else who might be interested in the future, is pretty simple — swap cow’s milk for oat drink and save the planet 73% in CO2e… See? Pretty simple. And if people further consider that oat drink tastes and performs pretty great in your coffee or porridge or banana smoothie, without first travelling through the body of a cow, then we’re hoping that Shoreditch and the thousands of Baristas visiting the area might eventually label this call to Ditch Milk a complete no-brainer.”

To hammer home this message the £250k OOH campaign has peppered Shoreditch with a mix of murals, posters, banners, billboards and digital displays, all supported by an accompanying print campaign in Time Out, Foodism, Caffeine magazine and The London Evening Standard.

Throughout the event, Oatly will hand out thousands of free cups of coffee from its Boxpark pop-up, with customers offered exclusive merchandise in return for pledging to go dairy free for 72 hours.

Last year Oatly antagonised the entire UK dairy industry with a controversial campaign stating cow's milk was not made for humans.

Oatly Marketing Shoreditch

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