Oatly’s Authentic Approach to Purposeful Branding

Introduction

In the ever-evolving landscape of brand marketing, the concept of "purpose" has become a buzzword. However, according to Oatly’s Chief Creative Officer, John Schoolcraft, purpose isn’t something that can be manufactured or strategically constructed. Speaking at Advertising Week Europe, Schoolcraft shared his views on the authentic nature of purpose and how it naturally aligns with Oatly’s mission.

Purpose Isn’t a Strategy

Schoolcraft’s main message is clear: “You can’t strategize purpose.” He argues that for a brand’s purpose to be genuine, it must stem naturally from its core values and products. “If you make sugary soda water that has no nutritional value, but it makes people happy and quenches thirst, that is your purpose,” he explained. There’s no need to fabricate a complex narrative if the essence of the product itself is clear and straightforward.

Oatly’s Inherent Mission

Oatly’s mission is deeply embedded in its efforts to shift consumer habits from animal-based to plant-based alternatives. This purpose is not only authentic but also easy to support, according to Schoolcraft. He expressed his gratitude for working at a company with such a clear and compelling mission, which not only motivates employees but also attracts talent who are passionate about the cause.

Humanizing the Brand

One of the key elements of Oatly’s approach is to be “human,” rather than just a logo on packaging. Schoolcraft emphasized that Oatly operates with the belief that it has “a responsibility to create change.” This is evident in their transparency efforts, such as displaying the carbon footprint on their packaging for several years. Oatly has even challenged other brands, particularly in the dairy industry, to do the same, offering them free advertising space if they disclose their carbon footprints.

Fearlessness in Advertising

Oatly’s bold and often provocative advertising campaigns are a testament to their fearless approach. Schoolcraft humorously mentioned that their lawyer is practically part of the creative team due to the frequent legal challenges they face. This fearless attitude is facilitated by having a creative department rather than a traditional marketing department. Schoolcraft believes that this structure allows them to focus on understanding people and creating meaningful content, rather than getting bogged down by conventional marketing strategies.

Conclusion

Oatly’s purpose-driven approach serves as a powerful example of how a brand can authentically embody its mission without overcomplicating it. By staying true to its core values and maintaining a human touch, Oatly continues to challenge the status quo and inspire change in the industry. Schoolcraft’s insights remind us that true purpose cannot be strategized; it must be lived and breathed by the brand and its people.