It's like milk, but made for humans
Country : Sweden
Year of establishment : 1994
Oatly produces oat-based drinks, creams, ice creams and “gurts” as a tasty, more sustainable alternative to cow’s milk. Oats require around 80% less water and 60% less land, and Oatly’s Oat Drink Original claims a 49% lower carbon footprint than an equivalent milk. Its patented enzymatic process turns whole oats into a smooth base rich in beta-glucans, ideal for baristas. Oatly uses activist, self-deprecating marketing to encourage dietary transition. The company is building regional plants, targets net-zero by 2050 and publishes detailed life-cycle analyses, advocating transparency and regenerative agriculture.
Oatly needed to bring its tone and promise - “C’est comme du lait, mais pour les humains” - to life through an experience that speaks to coffee lovers as much as to the media. Over one year, Trois Actes designed a pop-up experience and a series of barista workshops. Around 134 people attended, including 64 journalists and 37 content creators. Three workshops or demos served as proof points, production was secured with a precise run-of-show and contingency plan, and capture was designed for editorial and social formats. A debrief kit was sent the next day, then coverage and engagement were analyzed to recommend formats to replicate.
