THE TASK

Oat milk drink Oatly had been on sale in the UK for several years when the decision was taken in 2006 to update the packaging prior to the launch of two new products in 2007.  Bloomsbury Communications was asked to launch the new packaging to the consumer and trade media and build awareness of Oatly and its dietary benefits.

ACTIVITY

Bloomsbury held press briefings at National Magazines and IPC, where journalists were invited for breakfast or a smoothie.  Bloomsbury ensured that both mainstream and health orientated publications were aware of the new Oatly packaging.    Following the successful relaunch of Oatly Enriched and Organic in 2006, Bloomsbury undertook the launch of Oatly Chocolate and Oatly Dairy Free Alternative to Cream in 2007.  Continuing the health theme, two creative mailings highlighting the benefits and use of each product were commissioned to help educate consumers via the media.  A pack of Oatly Chocolate was delivered to target consumer journalists on women’s magazines and national newspapers, together with a glass and heart shaped straw.  The Press Association picked up on the Oatly Chocolate story and coverage has resulted in the regional as well as the national press.  Bloomsbury then launched Oatly Dairy Free Alternative to Cream to health and food journalists with a desk drop of strawberries, pack of Oatly and recipe ideas.

RESULT
Wide coverage of Oatly across the media, including the national press and women’s magazines.  Coverage highlights include The Guardian, Grazia, Hello, Daily Telegraph Saturday Magazine, You (Mail on Sunday) Best, Bella, Red and Psychologies.