Oatly went from

Oatly went from $6 million in revenue in the US to over 100 million in just two years with almost no advertising budget and a strategy that didn't really make sense to anyone at the time. In 2016 they arrived in the US and didn't actually go straight for the supermarket. They went to Baristas, independent coffee shops in New York, San Francisco and Portland. The third wave coffee shops that functioned as cultural taste makers. For exactly the kind of customer that they wanted. The logic was very simple. Abaristas recommended something to a customer, especially if that customer already and so much differently than an ad ever could. If enough of those are making their coffie with this milk, the customer will start asking for it everywhere else. And by 2018 demand actually outpaid supply so dramatically that cases were selling over $100 on Amazon. It was called the great outpaid hardship, which is so interesting because that category didn't actually exist two years prior. Then actually came to advertising which looked nothing like advertising. They had bills that read something like we made this poster so that you would find and put us in your coffee. Next was a Super Bowl ad with clearly a low budget. We just had the CEO signing in the jingle and premade t-shirts that read. I totally hated atly commercial before the backlash even arrived. They were sarcastic and self-aware, but they understood this one thing. That people now respond to brands that acknowledge the transaction. People have been sold through so many times that they can see an ad or smell an ad from miles away. So they treated their customer intelligently enough to know that they were in on the joke. The strategy the culture and the advertising was strange enough to keep it interested and both worked for the same reason. The only move left was to stop pretending that there was a trick at all.