Oatly has its sights set on probably the most skeptical oat milk demographics: fathers


How do you encourage middle-aged fathers, a demographic brand of oat milk that Oatly says is the least willing to ditch dairy and dairy products?

They put them to shame with a series of comedy ads and created a website called to provide their children with facts in order to "neutralize" any arguments fathers might bring against trying vegan foods. Maybe a few meat-free "papa recipes".

This is the goal of a new Oatly campaign aimed at encouraging men ages 44 to 75 (described by the brand as "least interested in anything vegan") to give the brand a try.

The TV, video, digital and print campaign, created in-house by the Swedish brand for the UK market, turns a number of well-known parent-child scenarios upside down by having children take control and raise their parents.

Screengrab from Oatly's "Help Dad" page.

As part of the campaign, the brand created four incredibly nervous short films that were produced by the production house Smuggler and that portrayed the “creepy amount of milk consumption” of fathers.

In the first unusual point, a father is caught late with a bottle of milk, only to be reprimanded by his young son who catches him red-handed.

As if he were a teenager sneaking in to hide with a bottle of cheap alcohol, the disappointed teenage son asks his embarrassed father: “What do we have here? Cow's milk. "Really?"

Next, a daughter uses the subtle powers of persuasion to convince her father to say "no thanks" for the milk in the tea he offered at her grandmother's house.

To do this, she silently bores her eyes into the back of his head – an effective tactic that all children and parents are familiar with.

The next spot, titled "I hate my life" (a claim often made by teenagers at the slightest sign of "no") shows a father asking his daughter to go to the store to get him a bottle of milk.

"Dad, we talked about it," she says in the ad, repeating the amount of teenagers asking their parents to buy them underage goods in stores. "I'm not buying it for you."

"I hate my life," he replies.

The last spot, entitled “A Difficult Age”, shows two children – a girl and a boy – talking in front of their houses as if they were adults. The boy discusses the fact that he just keeps drinking milk and cannot stop (forbidden, so to speak, like alcohol) and the girl comforts him.

"How old is he now?" She asks. "52" answers the boy. "A difficult age," she notes.

As part of the campaign, Oatly also worked with UK newspaper The Guardian to produce three bespoke supplements on climate change and sustainability, including a 24-page “Parenting Guide”.

All elements of the campaign direct consumers to the “Help Dad” website and take advantage of the growing vegan movement.

"Fathers are the best except when it comes to eating and drinking sustainably. In this case, fathers are the worst," the website said.

Creative agency:
Oats Mind Control Department (in house)
Creative Director: Michael Lee
Art Director: Björn Lindén
Copywriter: Daniel Vaccino
Project manager: Tinny Ohlsson
UK Marketing Director: Helen Bromley
Production company: smuggler
Director: Tom Speers
Producer: Jason Scanlon
Executive Producer: Fergus Brown
Editor: Ellie Johnson / Tenthree
Online: Electric theater collective
Producers: Sam Snapper and Oscar Wendt
Agency producers:
Sara Bäcklund & Alexander Blidner


Jeffrey Rabinowitz