The Drum Awards Festival - Official Deadline

-d -h -min -sec

Creative Vegan Creative Works

Oatly milks meta marketing trend once again by taking over Wall Street twice


By Amy Houston, Senior Reporter

January 7, 2022 | 2 min read

Swedish food brand Oatly has served up a typical platter of eye-catching, head-scratching, text-heavy out-of-home (OOH) creative advertising to New Yorkers, but in a twist, the company revealed it’s the same campaign that already ran over Christmas which nobody saw.


Oatly took over Wall Street subway station twice in marketing push

Back in mid-December Oatly took over the Wall Street subway station with a series of ads touting its products. The trouble was most city dwellers were on vacation those last couple of weeks in the run-up to Christmas.

Capitalizing on this, the dairy milk-alternative brand decided to get a little ‘meta’ and let passersby know that while they were having some much-deserved time off they missed the campaign. Each of the ‘new’ ads is a photograph of the old creative with text sprawled over the top stating: ‘While you were away for the holidays, this ad ran here.’


Oatly is no stranger to honing in on meta marketing. Only last year it created an ad-within-an-ad-within-an-ad-within-an-ad-within-an-ad-within-an-ad-within-an-ad-within-an-ad-within-an-ad in one single video.


Oatly: Oatly Takes Over Wall Street Twice by Oatly

By Oatly

Overall Rating 2/5

Vote now
Creative Vegan Creative Works

More from Creative

View all


Industry insights

View all
Add your own content +