Oatly

Amanda Chan - Marketing and Communications Lead

Edelman Hong Kong *Lead Agency

Annouchka Behrmann - Head of Brand Gary Lai - Senior Manager Natalie Ngai - Senior Executive Tiffany Chan - Assistant Manager Joyce Lai - Assistant Director

Sunny Idea

Leung Chung - Head of Creative

How do you convince dairy milk lovers to trial a sustainable alternative? When Swedish oat-milk brand Oatly launched in Hong Kong, dairy consumption was increasing, and there was low awareness of plant-based milk, but Oatly had limited marketing budget. Discovering there was no word for plant-milk in Chinese, our bold solution was to create a new word for the category. A Swedish brand adding to the venerated Chinese language provoked attention and debate about sustainable choices and drove trial: in less than 1 quarter Oatly sales increased 40%.