In the 2019 fall semester, I was a student in Professor Scott Hamula's advertising class and was given the opportunity to rebrand any less known/advertised brand. The group that I was a part of chose to rebrand The Original Oatly. Attached below is our final project booklet about our new Advertising Campaign plan for Oatly. This project was a lot of fun and extremely thankful I got to have real life experiences in this class.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
L’Oreal’s methods have brought it profitable results so far, we believe a shift in focus of the segmentation to age and gender can be considered to prolong its success. Although L’Oreal has always practiced differentiated marketing strategy to target several market segments, we think there is a segmentwhich has been largely neglected: If tapped, L’Oreal could see massive profits and success in India. In thiscase we believe L’Oreal should target the Men.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
L’Oreal’s methods have brought it profitable results so far, we believe a shift in focus of the segmentation to age and gender can be considered to prolong its success. Although L’Oreal has always practiced differentiated marketing strategy to target several market segments, we think there is a segmentwhich has been largely neglected: If tapped, L’Oreal could see massive profits and success in India. In thiscase we believe L’Oreal should target the Men.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Dove: Using Consumer Psychology to Understand Buyer BehaviourSofia Fominova
The report analyses Dove’s products and advertising campaigns, to 1) understand the product involvement level and studying consumers’ motivations behind purchases, 2) conduct an in-depth STP analysis, and, 3) apply relevant consumer psychology theories to thoroughly understand the aspects of Dove’s consumer behaviour.
Media plan created for Silk Soymilk in my sophomore Advertising class. I was responsible for the design of the book and advertisements (print, television, out-of-home).
Here it is marketing strategy of a Product almino all marketing concepts are used here CBBE SWOT etc.
Marketing strategy is a long-term, forward-looking approach to planning with the fundamental goal of achieving a sustainable competitive advantage.[1]
Scholars continue to debate the precise meaning of marketing strategy. Consequently, the literature offers many different definitions. On close examination, however, these definitions appear to centre around the notion that strategy refers to a broad statement of what is to be achieved.
Strategic planning involves an analysis of the company's strategic initial situation prior to the formulation, evaluation and selection of market-oriented competitive position that contributes to the company's goals and marketing objectives.[2]
Strategic marketing, as a distinct field of study emerged in the 1971s, and built on strategic management that preceded it. Marketing strategy highlights the role of marketing as a link between the organization and its customers.
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Dove: Using Consumer Psychology to Understand Buyer BehaviourSofia Fominova
The report analyses Dove’s products and advertising campaigns, to 1) understand the product involvement level and studying consumers’ motivations behind purchases, 2) conduct an in-depth STP analysis, and, 3) apply relevant consumer psychology theories to thoroughly understand the aspects of Dove’s consumer behaviour.
Media plan created for Silk Soymilk in my sophomore Advertising class. I was responsible for the design of the book and advertisements (print, television, out-of-home).
Here it is marketing strategy of a Product almino all marketing concepts are used here CBBE SWOT etc.
Marketing strategy is a long-term, forward-looking approach to planning with the fundamental goal of achieving a sustainable competitive advantage.[1]
Scholars continue to debate the precise meaning of marketing strategy. Consequently, the literature offers many different definitions. On close examination, however, these definitions appear to centre around the notion that strategy refers to a broad statement of what is to be achieved.
Strategic planning involves an analysis of the company's strategic initial situation prior to the formulation, evaluation and selection of market-oriented competitive position that contributes to the company's goals and marketing objectives.[2]
Strategic marketing, as a distinct field of study emerged in the 1971s, and built on strategic management that preceded it. Marketing strategy highlights the role of marketing as a link between the organization and its customers.
Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
2015 Consumer Trends in Food and Beverage - Insights from SIAL Paris Hamutal Schieber
-- Thank you for downloading! Excited to announce a new 2016 presentation - check out our Slideshare! --
The Sial presentation features the trends we believe will shape 2015 in the food & beverage industry, along with examples from the SIAL Paris 2014 exhibition, which in our opinion best express those trends.
We believe that today's consumer wants to avoid stress as much as possible, while enjoying any consumption opportunity and managing to turn those events into exciting experiences. The SIAL innovations featured in this presentation demonstrate some of the marketers' responses to these needs.
As a final project for Intro to Advertising at Ithaca College, a team of four created an all-inclusive advertising campaign for Bai 5 including audience research, competitive analysis, creative executions and media planning. Campaign included original content, design and photography.
A PPT describing how to launch a product, the surveys we conducted were authentic ( interviewing our fellow students).
It was for the final semester project
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
Ready-to-drink (RTD) milk based beverages are popular in India, where consumers choose to have them as a snack
between meals, as a meal replacer at breakfast/lunch, or as a nutritional supplement with a main meal. Over the last few
years, there has been an increased number of new launches in the value added milk category. Ice cream manufacturers
and non-dairy companies are recognizing the growing opportunity in the flavored milk category and have subsequently launched many new products. The DuPont Nutrition & Health survey found that consumers in India have a high association of health and nutrition with milk products and therefore, pick up RTD milk beverage over a carbonated
drink or a juice.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
3. TABLE OF CONTENTS
Oatly was established in the 1990s, based out of the southern region of Sweden. The company’s
sole purpose is to make it easy for people to turn what they drink into personal moments of joy
without taxing the planet’s resources in the process. Oatly decided to do a total rebrand in
2014. The new campaign raised eyebrows in Sweden, causing the Swedish Dairy Association to
sue Oatly over claims it was scaring consumers into thinking milk was dangerous.
Rad Ad wants to help bring up Oatly’s brand image and awareness by portraying Oatly as the
best non-dairy alternative. In our research, we found out that people are afraid to try oat milk in
general. To get people away from that perspective, we designed a campaign to deliver the
idea that “it’s just good.” This will give a reason for consumers to try it and help increase the
brand awareness.
EXECUTIVE SUMMARY
Agency Identity…………………………………………………...2 Online Video…………………………………………………….……..15
Objectives………………………………………………………….3 Rich Online Display………………………………………………..….16
Brand Value Proposition…………………………………….......4 Media Objectives……………………………....…………...........….17
Environmental Analysis…………………….………....………….5 Media Strategies…………………………...………………………...18
SWOT Analysis……………………………………......….…….......6 Media Mix………....………..…..………...……………………….19-20
Competitor Analysis……………………………....………...........7 Media Flowchart………………………………….………………….21
Exploratory Research……………………………………….........8 Media Budgeting…………………………………………………….22
Primary Research…………………………………………...….....9 Brand Activation……………………………..…………………...23-24
Target Market Profiles…………………………………………...10 Brand Activation Flowchart…………………...……………………25
Campaign Strategy……………………………………………..11 Evaluation……………………………………………………………...26
Creative Strategy & The Big Idea…………………………….12 Creative Brief………………………………………………...……......27
Magazine……….…………………..……………….....…….......13 Meet the Team………………..………………..…...…....……....28-29
Transit……….…………………..………………………..…..........14 End Notes……………………………………………………..............30
1
4. AGENCY IDENTITY
Rad Ad is a well-rounded advertising agency,
solely focused on bringing creative and new
ideas to satisfy the client’s needs. We are
committed to helping brands stay on top of
their competitors while increasing their sales
and brand image. Our agency has committed,
hard working, and enthusiastic workers to help
brands stay rad.
2
5. OBJECTIVES
MARKETING GOAL
To increase sales of Oatly by 7%.
ADVERTISING GOAL
Among our target market of women 18-34
years old, achieve 75% comprehension,
understanding of our key message, and
60% conviction, finding value in our key
message. We will also achieve an effective
reach of 75 and an effective frequency of
3.
TIME FRAME
Our campaign will run for 1 year, from
January 2020 to December 2020.
BUDGET
Our budget for this campaign is $10 million.
3
6. BRAND VALUE PROPOSITION
4
FUNCTIONAL BENEFITS
Oatly provides a dairy free milk option for those who prefer non-dairy
based milk. It also comes in different variations, such as low-fat,
chocolate, and barista edition, giving consumers options when
buying Oatly.
EMOTIONAL BENEFITS
Consumers will feel that they are making a healthier choice by
choosing Oatly when compared to dairy milk, which gives them
feelings of happiness and satisfaction. They’ll also feel a sense of
virtue and social responsibility by buying a milk that is more
environmentally friendly than other non-dairy milks. Oatly is also a
trendy brand, so consumers will feel “cool” by purchasing this trendy
product.
SELF-EXPRESSIVE BENEFITS
Drinking Oatly shows that the consumer cares about their health, the
environment, and are on-trend. It also shows that they have the extra
money to spend on alternative milk and are joining the movement
against dairy-based products.
7. ENVIRONMENTAL ANALYSIS
ECONOMIC FORCES
There has been a controversy between the dairy industry
and the dairy alternatives industry. Dairy farmers are arguing
that milk comes from cows only, and are trying to strip the
milk title from plant-based milks.
SOCIOCULTURAL FORCES
Since 2016, the milk industry has been experiencing a rapid
decline in sales. This is because of the rise of popularity of
dairy alternatives. Within the last decade, many Americans
between the ages of 18 and 50 have switched their diets to
vegetarian or vegan. These diets have risen in popularity
due to the trend of healthy eating, more humane practices,
and sustainability for the planet.
ECOLOGICAL FORCES
Living sustainably has become a prominent goal for many
people and their everyday lives. They want to make
sure everything they do can reflect positively on the
environment. Sustainability also reflects in what products
they choose to consume. It is important to consumers that
the brands they are buying from are responsible in their
production. More and more corporations are starting to
become transparent with their efforts to be more
sustainable and socially responsible. 5
8. SWOT ANALYSIS
STRENGTHS
6
• Sustainable and attractive to consumers
• Appealing design and packaging
• Website is easy to navigate
• Better for the planet
• Milk alternative for coffee
• Transparent with their consumers
• Independent company
• Delivers to all parts of the world
WEAKNESSES
• Not a huge variety of flavors
• Higher in calories
• Less protein than milk and soy milks
• Potentially high in sugar
• More expensive than other milks
• No consistent advertising campaigns
OPPORTUNITIES
• Increase brand awareness
• New studies about other milk alternatives not
being environmentally friendly
• Allergy friendly: no nuts, no gluten, no dairy
THREATS
• Other non-dairy alternatives, especially
almond milk
• Regular milk
9. COMPETITOR ANALYSIS
STRENGTHS
• Brand has a variety of dairy free
products
• Almond milk is available in an
abundance of flavors
• Low in calories and no added sugar
• Higher calcium than other milk
alternatives
WEAKNESSES
• Not the best tasting on its own
• Not the best for having with your
cereal
• New taste is said to be worse tasting
to consumers
STRENGTHS
• Contains no oil meaning it is low in
fat
• Smoothest oat milk stated by
consumers
• Sweet taste without the added sugar
WEAKNESSES
• Low brand awareness
• Limited range of products and flavors
• Color of the milk is off-putting
STRENGTHS
• Great in smoothies
• Brand offers many different products
• Coconut milk has anti-inflammatory
properties
WEAKNESSES
• Contains more saturated fat than any
other milk or milk alternative
• A lot of added sugars
• High in calories and fat
STRENGTHS
• Brand already sells a lot of milk
alternatives
• One of the cheap alternatives to milk
• Rich and creamy
• 8 grams of protein per serving
WEAKNESSES
• Too much soy could be a problem for
those with thyroid disease or other
conditions
• Soy milk is not the best milk
alternative for coffee lovers
7
10. EXPLORATORY RESEARCH
OBJECTIVES
1. Determine benefits of choosing Oatly
2. Determine competitors of Oatly
3. Determine Oatly’s current brand position
METHODS
Rad Ad used charts from Statista to understand
Oatly’s recent trends in sales and popularity. We
also explored Oatly’s website, social media, and
read articles about the benefits of different
forms of non-dairy milk.
KEY DISCOVERIES
We found Oatly is centered upon the idea of
being good for both you and the environment,
and creating a drink that is environmentally
sustainable. Sales of Oatly have increased
drastically since 2012, and was the number 10
top selling refrigerated milk substitute in the U.S.
in 2018.
8
11. PRIMARY RESEARCH
OBJECTIVES
1. To understand consumer perception of oat milk
2. To understand Oatly’s current consumer brand awareness
METHODS
Rad Ad created an online survey through Google Forms, and
distributed it through various social media platforms and word of
mouth. We received a total of 169 responses, with 93% of our
respondents being within our target audience demographic.
KEY DISCOVERIES
We found that 59.5% of our respondents said they prefer non-
dairy based milk. Almond milk was the most popular non-dairy
milk option (76.8%), and oat milk was the second most popular
(41.7%). We also learned three major reasons why our
respondents don’t choose oat milk over other milk alternatives.
The reasons are: they aren’t familiar with it, they are used to
almond milk being the go-to alternative, or they think oat milk is
too thick and creamy. Conversely, the most popular reason why
our respondents choose oat milk is because they are aware of
oat milk’s production being more sustainable than other non-
dairy options.
9
12. TARGET MARKET PROFILES
Lauren is a 25-year-old woman living in New York City who is frequently concerned
about political and environmental problems in the United States. She graduated with
a degree in environmental science from Binghamton University and is now a life
scientist at the Environmental Protection Agency in New York City. Lauren rents an
apartment in the Upper West Side with her roommate, Anna. Growing up, Lauren has
been conscious of the food she eats, being a vegetarian and dairy free. She is the
type of person who watches documentaries on the food industry and has been a
strong advocate for cruelty free and environmentally friendly products. Lauren is
conscious of what goes into her body and how it affects the environment. She is
constantly searching for new healthy alternatives to add to her diet.
Alexandra is a 30-year-old woman living in Seattle, Washington. She lives with her
current boyfriend in an apartment in the city. Alexandra is constantly on the go as the
owner of her own coffee shop, Fuel Coffee. Alexandra struggles being a young
business owner and strives to be the best she can be. She wants to offer her customers
the best products and a large variety of options for food and coffee. As an avid
coffee drinker herself, Alexandra loves trying new cafes and restaurants, and relies on
coffee to keep her hectic life a little bit sane. Alexandra is constantly taking inspiration
from her favorite local spots and is always looking for ways to expand her business to
new customers.
LAUREN DAVIS
ALEXANDRA WEST
10
18-34 WOMEN
13. CAMPAIGN STATEGY
PROBLEM
People are aware of non-dairy
alternatives, but not of Oatly.
Some are hesitant to try Oatly
because they aren't aware of the
brand and don’t know if they'll
like it.
KEY INSIGHT
People are more likely to drink
non-dairy based milk. Oatly is a
new, trendy, environmentally
friendly way to fulfill their non-
dairy needs.
SMP
Oatly uses just oats. That’s why
Oatly is more environmentally
friendly and sustainable than
other non-dairy options.
11
14. CREATIVE STRATEGY
12
CREATIVE STRATEGY
The Oatly creative strategy aims to highlight that Oatly’s oat milk has no tricks or gimmicks. It will portray to
consumers that Oatly is one of the best dairy-free alternatives.
ART DIRECTION
Ads will use Oatly’s bright and attention-grabbing colors, a speech bubble from the product showing how Oatly
is “good,” and a simple design to stand out in a cluttered market of dairy-free milk options. This will keep the
campaign connected with the tone of Oatly’s brand. The product will be featured, and the design will create an
incentive to look at the ad for longer than usual.
COPYWRITING
All of the copy in the executions of this campaign will highlight the different benefits of drinking Oatly. In larger
print and different typeface, we will have our tagline, “It’s Just Good.” The first thing the consumer will see is our
tagline and then they will go on to read exactly why Oatly is, “Just Good.” Keeping with Oatly’s brand, we want
the consumer to know exactly what they’re going to get.
CREATIVE TESTING
To pre-test this campaign, Rad-Ad showed members of the target audience some of our beginning concepts of
creative work. Participants responded positively saying they liked the colors and simplicity of the ads. Many also
said they would be more inclined to purchase Oatly than another competitive brand after seeing the ads. Based
on these responses, we moved forward with our campaign.
IT’S JUST GOOD
17. ONLINE VIDEO
A woman opens her
fridge and reaches in to
grab something.
End
Notes…………………
………………………
…………………....32
(6 SECOND VIDEO)
She takes Oatly out of
the fridge and pours
some into her coffee
mug.
She smiles and sits down
with her drink. The camera
focuses on the Oatly carton,
rather than on the woman.
Narrator: “Add our dairy-
free oat milk for a better
morning. Why?
Because Oatly is just good.”
15
”Pick one up at your local
grocery store!”
IT’S JUST GOOD
18. RICH ONLINE DISPLAY
The carton moves side to side The statement “it’s just good”
starts to get typed out and the
carton stops moving
16
19. MEDIA OBJECTIVES
REACH THE TARGET AUDIENCE
Our target audience is 18-34 year old women. They are people who
are aware of the environmental crisis and want to help change it.
Our target audience chooses to consume non-dairy alternatives as a
way to help make a positive impact on the environment. Whether
milk is a big or small part of their day, when they consume milk, they
choose a non-dairy alternative. They feel good when they choose a
non-dairy alternative, and therefore would choose Oatly over other
types of brands because of their sustainable values.
MESSAGE WEIGHT
All geographic areas will receive an equally distributed message
weight to keep the message of the campaign consistent all across
the country.
GEOGRAPHIC SCOPE OF PLACEMENT
Location: San Francisco, New York City, Boston, Portland, and Seattle
In order to reach the women within our target audience, we chose
these cities to display our transit ads. These cities are part of the top
25 most environmentally friendly cities in the U.S. Our target audience
is more likely to reside in these cities based off their lifestyles and
values. The magazines we chose are national, so they will be
distributed all across the country.
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20. MEDIA STRATEGIES
EFFECTIVE REACH AND FREQUENCY
Achieve an effective reach of 75% among women 18-34
years old and an effective frequency of at least 3 message
exposures.
CONTINUITY
Because Oatly is a product we want consumers to purchase
all year, we will use a continuous advertising schedule. By
doing this we hope to keep Oatly on top of consumers’
minds whenever they drink, purchase, or think of milk.
ADVERTISEMENT DIMENSIONS
Our campaign includes three colorful full page magazine
advertisements, a :06 second online video advertisement, an
internet display advertisement with the dimensions of
250x250, and transit advertisements with the dimensions of
4 ft x 12 ft.
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21. MEDIA MIX
MAGAZINE
Cosmopolitan has a total circulation of 2,717,940. Cosmopolitan
is a great vehicle for reaching our target audience because it is
a magazine geared towards women within our target
audience. This is also a magazine focused lifestyle as well as
health and wellness so not only will our advertisements will reach
many women, but many people who care about their health
and well-being.
MAGAZINE
People has a total circulation of 3,458,033. People is a very
popular celebrity gossip magazine, which attracts a lot of women
within our target audience. The ads in People are typically food
and beauty product based, so Oatly will fit in perfectly. By
inserting interesting and fun advertisements in People, we will be
able to reach a lot of consumers.
MAGAZINE
Shape has a total circulation of 2,503,794. Shape is a magazine
geared towards women and focuses on health, beauty, fashion,
and more. The women who read this magazine are interested in
learning about different lifestyles, and new products. By inserting
an advertisement for Oatly here, many women reading the
magazine would stop to read it since they are most likely
interested in products that could improve their quality of life.
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22. MEDIA MIX
ONLINE VIDEO
YouTube has a total of 126 million unique visitors. Our target
audience makes up 13% of the viewers who visit the site
monthly. The average viewer visits the site 16.3 times a month.
With our :06 advertisement video, viewers will not be allowed to
skip it, ensuring that viewers will play the entire ad. Viewers will
also be more likely to pay attention to the ad because it’s so
short in length.
RICH ONLINE DISPLAY
16% of Instagram's 26,290,000 unique visitors and 19% of Pinterest’s
32,376,000 unique visitors fall within our target audience. Many women
in our target audience spend a lot of time on both Instagram and
Pinterest, making these social media sites highly effective vehicles to
reach our target audience with our rich online display.
TRANSIT
New York, NY: A hugely populated city with tons of public
transportation that’s ecofriendly.
Boston, MA: A city with a lot of green spaces that helps lead the
world in environmental sustainability.
Seattle, WA: With over 500 parks, Seattle is one of the nation’s
greenest cities – literally. Like Boston, it is a leader in sustainability.
Portland, OR: A hip and sustainable city that offers ecofriendly
mass transportation.
San Francisco, CA: An environmentally friendly city with access to
beautiful outdoor spaces. It’s largest age group is 25 to 30, which
is within our target audience.
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25. BRAND ACTIVATION
Objectives: A social media campaign will be a great way to connect
with our target audience. We want our customers to post about how
and why they choose Oatly to be a part of their day.
Strategy: The “Show Us How You Oatly” campaign will allow
consumers to post about their relationship with Oatly. Whether
customers put it in smoothies, coffee, or just to drink, we want to see
how our Oatly enthusiasts like to use Oatly products. At the end of this
month-long campaign, we will pick a select number of winners who
will receive free Oatly products for an entire year.
SHOW US HOW YOU OATLY
IT’S JUST GOOD: THE OATLY EXPERIENCE
Objectives: Encourage Oatly drinkers to try other products in the
Oatly family by hosting a pop up in five cities across the
country.
Strategy: We want to create a pop-up booth in New York,
Boston, San Francisco, Seattle, and Portland, Oregon. Fans of
Oatly or passer byers can stop by and try other Oatly products
such as the barista blend oat milk in a latte or Oatly’s chocolate
oat milk. We will also include a backdrop where people can
pose with their drinks and take pictures for social media while
advertising Oatly with the hashtag #ItsJustGood.
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26. BRAND ACTIVATION
Objectives: In our efforts to spread Oatly’s name
to our target audience and ensure that people
ask for “Oatly,” we will be partnering with high
end coffee shops across New York City.
Strategy: Oatly isn’t the cheapest option when it
comes to milk alternatives and because of that,
there’s typically an additional charge when
adding it to coffee. That’s why we’ll be
partnering with higher end coffee shops in New
York City where people will be more willing to
pay a higher price. We’ll bring in a month's
supply of Oatly to the participating coffee shops
completely free of charge in exchange for their
exclusivity. The coffee shops will also receive
posters to hang up advertising how they’re an
“Oatly verified coffee shop.” We want people to
know Oatly is in their coffee. We hope this
partnership, influences customers to specifically
ask for Oatly at their coffee shops and to buy it
on their own for their homemade cups of coffee.
VERIFIABLY OATLY:
PARTNERING WITH COFFEE SHOPS
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27. BRAND ACTIVATION
FLOWCHART
25
VERIFIABLY OATLY:
We chose to begin this
campaign in mid-
September and end it in
mid-October because
during these months,
people like to enjoy both
hot and iced coffee. This
way, customers can try
Oatly in both.
SHOW US HOW YOU OATLY:
Our social media campaign
will take place in May. This is a
good way to maintain buzz
during the summer months in
between the pop-up and the
coffee shop partnership. Plus, it
allows customers to show off
their favorite Oatly products
from all product lines.
IT’S JUST GOOD:
Our pop-up tent will be
placed in five different
cities across the US in
March. We decided on
March because it’s cold
enough for people to want
a warm coffee, while still
being nice enough for
people to come check it
out.
30. MEET THE TEAM
Maddie Jacobs is a junior Integrated Marketing Communications
major with a minor in Live Events Design and Management at Ithaca
College. She is from Westfield, New Jersey and at school she
participates in ICTV, Women In Communications, Club Ultimate
Frisbee and NYFTSA. Maddie hopes to have a social media
marketing job in the television industry.
Julia Loffredo is a sophomore at Ithaca College majoring in
Integrated Marketing Communications. On campus, she is a part of
the Ithaca College Softball Varsity team, American Marketing
Association, Student Athlete Advisory Council, and the Leadership
Academy. Julia hopes to work in advertising as an art director.
Emma Waite is a sophomore Integrated Marketing
Communications major with a minor in Communication
Management and Design at Ithaca college. On campus Emma
is a part of the Club Tennis Team, 180 Degree Consulting, and
Women in Communications. In the future, Emma hopes to have
a social media or marketing job for a fashion company.
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31. MEET THE TEAM
Lydia Lepinski is a sophomore Integrated Marketing
Communications major with minors in Live Events Design and
Management and Anthropology at Ithaca College. On campus,
Lydia participates in clubs like Women in Communications, ICTV,
and the Women's Club Ultimate Frisbee team. Lydia hopes to go
into the entertainment industry, working in either advertising or
event planning.
Erin Traut is a sophomore Television-Radio major with a minor in
Integrated Marketing Communications. On campus, she is a
rower for the Ithaca College Women’s Varsity Crew Team, and is
part of the multimedia team for The Ithacan. She hopes to one
day work for Disney or Marvel Studios.
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Lexie Thomas is a junior at Ithaca College, studying Integrated
Marketing Communications with a minor in Graphic Design. On
campus she is the Music Director of WICB and DJs two live shows.
Lexie also interned with concert promoter DSP shows Summer
2019. Next semester you can find her in Florence, Italy, studying
Studio Art.
32. END NOTES
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states/
Cagle, S. (2019, November 18). We Tried Nearly Every Oat Milk Out There; Here's How We Ranked Them.
Retrieved from https://www.brit.co/oat-milk-brands-ranked/.
Hitta.se. (November 4, 2019). Net sales of Oatly AB from 2012 to 2018 (in 1,000 SEK) [Graph]. In Statista.
Retrieved December 09, 2019, from https://www-statista-com.ezproxy.ithaca.edu/statistics/987664/net-
sales-of-oatly-ab/
Fiedler, P. (2018, September 13). Oatly's Marketing Strategy-Unveiling the Hype! Retrieved from
https://medium.com/the-mission/oatlymarketingadcampaign-eeae9250c018.
Miller, Z. (2019, May 29). The most environmentally friendly cities in the US. Retrieved from
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next-srds-com.ezproxy.ithaca.edu. (n.d.). Retrieved from https://next-srds-
com.ezproxy.ithaca.edu/portal?newsess=y.
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