Episode 22: Climate change as marketing strategy?
The latest episode of the Clever Content Podcast is out on the airwaves, as we explore Oatly’s decision to make its carbon footprint and commitment to lower CO2 emissions the focus of its marketing.
While I take a rather cynical view, Iain and Anna (first time on the show!) consider the reality of climate change and how Oatly’s potentially controversial but always ‘to-the-point’ message is likely to hit home with a younger audience.
It’s also consistent with their previous branding too, as Oatly has for some time looked to position itself against the dairy industry, as opposed to other oat drink companies. It’s certainly an interesting way of doing things and makes for – we hope! – a good discussion.
In the second part of the show, we take a trip down memory lane to answer a few social media questions. Like, what was the first platform we joined? Which had the most impact on us? And if we could only be on one social network, which would we choose?
This was a fun episode to record – go and grab those headphones and listen in. Don’t forget, you’re always welcome to get in touch to tell us what you think and make suggestions.
Notes and links
Every episode comes with a list of links to all of the articles, videos and topics that we talk about on the show.
- Oatly
- Ditch Milk | Oatly
- Look! Oatly cartons come with carbon dioxide equivalents
- Dairy-free Oatly labels to include climate footprint figure to encourage milk swap | The Drum
- After angering Swedish dairy industry, Oatly brings controversial ad campaign to the UK | The Drum
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