![]() In some ways, if we do a campaign and are not getting any negativity or provoked responses, then we’re doing something wrong. ![]() “People read it and if they still hate us then fine, it’s a free country. As the website grew, it eventually became a forum for discussion. It not only further cemented transparency as one of the brand pillars of Oatly, but it also became the clearest interpretation of how that transparency runs through the brand’s DNA. On the surface, ‘Fuck Oatly’ naturally felt so wrong to do, so for Michael, it had to be somewhat right. “We get a lot of hate and a lot of people don’t like what we do, so we put it on a website to document it all,” explained Michael. ‘Fuck Oatly’ became a website dedicated to the brand’s mishaps in marketing. ![]() This is the case with the ‘Fuck Oatly’ experiment, which began as quite the creative leap and was met with a good amount of scepticism within the organisation. ![]()
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