Oatly, the world's first and largest oat-based beverage company, of Swedish origin, launches in France. It is now available nationwide. With its range of oat-based drinks, Oatly aims to promote the “post-milk generation”. To celebrate his arrival, Oatly imagined a creative campaign in the heart of Paris.
The official launch took place last November. “We are very excited about launching in France, often referred to as the “land of milk”. Demand for plant-based drinks is increasing in France, and we want to encourage the French to adopt a more conscious and more sustainable diet by choosing oat drinks, which generally have a lower climate impact than their cow's milk-based equivalents.", affirmed on this occasion Julie Duval, general director of Oatly France. Created more than twenty-five years ago by Swedish researchers, Oatly is already enjoying great success in more than 20 countries around the world. Oatly is now the number one oat drink brand in countries including the UK, Germany, Austria, Switzerland, the Netherlands, Sweden. Oatly relies heavily on the environmental argument to convince consumers to adopt its oat drinks. “The global food system is responsible for about a third of human-caused greenhouse gas emissions., about half of which comes from the animal sector. In the climate emergency, science shows how necessary it is to shift to more plant-based diets, including to address public health issues. »
Messages in the form of murals
To announce his arrival, Oatly deployed its very first advertising campaign in the center of Paris. Called “Hello Paris”, it lasted two weeks, early December, revolving around original murals and advertising posters which were to be discovered in the streets of the Marais, from Châtelet, around the Saint-Martin canal and in the metro. A deployment supported by the distribution of drinks on the banks of the Seine and elsewhere, through promotions in a selection of trendy coffee shops, through activation on social networks (Instagram and TikTok) and collaborations with influencers.
The Oatly range available in France
Oatly oat drinks, in one liter format, can be used to enhance coffee and hot drinks, to prepare pastries, or simply to be enjoyed as is. Oatly Original : this classic only contains 1,5% fat. Oatly Cacao : it can be enjoyed cold or reheated. Oatly Bio : some water, 100% organic oats and a little sea salt for flavor. Oatly Barista Edition : the brand's bestseller, a foamy and efficient drink to obtain a velvety latte. Oatly Barista Edition : la version miniature (0,5 L) du produit haut de gamme Oatly.
