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  • Christina Rüter

OATLY's success brand strategy

The power of a clear brand core with consequent branding

The OATLY case: how sustainable brand strength is developed from a clear core and independent identity and activated again and again.

The Rügenwalder Mühle Carl Müller GmbH & Co. KG Inspiration Day this week was an exchange of ideas and thoughts on many levels.

💭 How do you inspire yourself in brand management?

💭 How do you continue to develop a successful brand without losing your own brand personality?

Many thanks to the great team with Steffen Zeller and Claudia Kleyboldt for the invitation!

It was great fun not only to present the OATLY case as a source of inspiration, but also to have all the conversations with the Rügenwalder Mühle team and Kim Karina Haußer, Carmen Schenkel, Frank Ebrecht, Dr Stephan Langer and Steffen Schwab.

These are the most important success factors that have made Oatly so strong:

👉 a clear BRAND CORE "like milk, but made for humans", which is emotionalised in the super simple claim "wow no cow"

👉 a VISION and MISSION that brings together sustainability and personal enjoyment and pleasure

👉 a VISUAL identity that is uniquely recognisable, very consistent and constantly recharged

👉 a VERBAL identity that speaks to us in a self-confident, humorous and rebellious way

👉 consistent BRAND ACTIVATION that is tailored to the target group and yet has a democratic effect

👉 the staging of the PACKAGING as the most important medium

👉 PEOPLE who represent the brand and thus create an emotional connection

👉 CAMPAIGNS that always attract a lot of attention with a lot of humour and a sustainable core

There are therefore learnings for every brand.

Which brands inspire your thinking?

Interested in the Oatly case? Feel free to contact me.


LinkedIn Post: 25.04.2024 by Christina Rüter


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