Among the countless brands vying for our attention, Oatly has emerged as a trailblazer in the realm of video marketing. A Swedish company launched in the 1990s, they have a passion for sustainability, a quirky brand persona, and a flair for storytelling. And in recent years, they’ve managed to create some, quite frankly, genius video marketing campaigns. In this article from the Small Films team, we look at how Oatly has leveraged its video content to build a devoted community of oat milk enthusiasts.

The Power of Authenticity

At the core of Oatly’s video marketing strategy lies a commitment to authenticity. Unlike traditional, glossy commercials, Oatly’s videos often have a slightly homemade, DIY feel, which is bound to resonate more deeply with consumers. By often using real people or employees as the face of their campaigns, Oatly showcases a genuine passion for its products and mission.

One prime example of this authenticity is their “Wow, No Cow!” campaign, where the CEO, Toni Petersson, stars in the video located in a field of oats. Said to have been banned in Sweden after the Swedish dairy lobby sued Oatly, this video certainly had the desired effect – to create a buzz. This approach not only entertained viewers but also effectively conveyed Oatly’s message of providing a sustainable, plant-based alternative to milk.


Humour and Creativity

Oatly’s video marketing campaigns are known for their wit and humour, and with their unique ability to inject levity into serious subjects like sustainability and healthy living, they come across as more approachable and engaging. 

In their ‘Where’s Milk?’ content at Berlin Film Festival, they engagingly ask attendees if anything is missing at the festival. This one-minute film is a super effective way of highlighting how an entire large-scale event can operate without dairy milk. 



Storytelling with Impact

Storytelling is an art, and Oatly has mastered it remarkably well. The brand’s video marketing campaigns are centred around compelling narratives that resonate with the audience on a personal level. 

An example of this is their campaign, Will it Swap? Where they film a variety of people, from the Bexley bricklayer Joey to Sebastian the treasure hunter creating a recipe with Oatly. These five-minute pieces of content show them in their real environment from their gardens to their local social club – helping their audience identify with the brand on a deeper level. 

Bold and Controversial

Oatly isn’t afraid to take risks, and this audacity is evident in its video marketing approach. Some of their campaigns have been bold and even controversial, but that’s what sets them apart from the competition. By pushing boundaries, Oatly generates discussions and amplifies their brand’s visibility.

The “Help Dad” campaign exemplifies this boldness. Identifying that 75% of men aged 44-75 agree that eating meat and dairy is ‘part of their life’, Oatly set about creating a campaign that would ultimately spark conversations about sustainable choices and capture significant attention.

Engaging User-Generated Content

Oatly has successfully harnessed the power of user-generated content (UGC) in its video marketing strategy. The brand encourages its customers to create and share content related to their products and experiences. This approach not only generates authentic and relatable content but also empowers their community members to become Oatly brand ambassadors.

By running social media challenges and competitions, Oatly actively involves its audience in the creative process, building a sense of ownership and loyalty among its fans.


Oatly’s brilliance in video marketing lies in its ability to blend authenticity, humour, storytelling, and audacity into compelling campaigns. By connecting with consumers on a deeper emotional level, Oatly has managed to build a devoted community of brand enthusiasts. 

If you’d like our team of video strategists to delve deep into your brand and provide recommendations on how you can replicate the success of Oatly’s video marketing then do drop us a line at