Modern Marketing Brand Purpose Brand Strategy

Oatly aims to make vintage fashion and veganism cool with ‘Drip dry high’

Author

By Audrey Kemp | Junior Reporter

September 9, 2022 | 4 min read

Popular beverage brand evokes the nostalgia of classic TV reruns, down to the models’ vintage windbreakers.

high school staff in a classroom

Oatly’s campaign spotlights upcycled vintage rain jackets / Credit: Oatly

It’s cool to wear pre-loved gear, eat more plants and care about the planet, according to Oatly’s ‘Drip dry high’ campaign.

‘Drip dry high’ showcases the alternative milk brand’s merch: limited-edition vintage rain jackets that 10 artists revamped with pro-planet, pro-plant-based designs. The jackets, which will become available for purchase on September 12, have been created via ReRuns, Oatly’s existing program that upcycles vintage garments into one-of-a-kind pieces. All proceeds of the program go to the Lower East Side Girls Club, a not-for-profit that provides plant-based after-school meals and environmental justice education to young women and gender-expansive youth of color in New York City.

“For each ReRuns limited-edition drop, including this one, we source garments from independent sellers, shops and collectors around the world that clearly love and have a passion for vintage pieces,” said Rinee Shah, creative director at Oatly. “For this drop, we collaborated with 10 real-life, sustainably-minded artists from Barcelona to Brooklyn to LA to London, who thoughtfully turned each rain jacket into a singularly unique piece ready to spread the word about plant-affirmative lifestyles.”

In the campaign, Drip Dry High is a fictional high school plagued with rain so relentless that the classroom ceilings leak. The football team has learned to play with umbrellas, and rain conspiracy theories occupy the minds of staff. Each character sports a pre-loved rain jacket that has been given an artful second life and environmentally conscious design. For example, one jacket says “100% chance of climate change” on the back. It’s also fraught with tropes from classic TV reruns, like a grumpy lunch lady and an overzealous football coach.

While ReRuns remains popular with Oatly’s existing fanbase, the brand aims to leverage this campaign to expand its consumer base while inspiring a larger shift towards a more plant-based food system for the benefit of the planet. “The goal of Oatly ReRuns is to push ourselves as a company, to constantly improve the environmental friendliness of all facets of our business and highlight some very cool and deserving artists,” added Shah. “These pre-loved garments also tout pro-plant-based messages, and we at Oatly believe a global shift to a more plant-based food system is vital for the survival of our planet.”

The campaign – produced entirely by Oatly’s in-house creative team – represents a fresh start for Oatly. It plans to unveil a sneak peek of the campaign on Oatly’s Instagram before the merch drop on September 12. The brand also enlisted men’s streetwear brand HypeBeast to amplify the campaign across its website and social channels on the day of the drop.

For more, sign up for The Drum’s daily US newsletter here.

Modern Marketing Brand Purpose Brand Strategy

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +