Download the case study pdf here: Oatly: Creating a Platform for International Growth for a Plant-based Brand
Already in 2012 Oatly was a well established Swedish brand in the dairy free niche category. But when the market started to grow, it was struggling to carve out a distinct position for itself. “The real challenge was that we started to behave like a generic brand and compete on price without being able to leverage our uniqueness”, says Björn Öste, Co-founder and co-owner of Oatly.
“We had world class science, but we didn’t know how to tell our story to create the value we saw in the company.”
Björn Öste, co-founder and co-owner, Oatly
Oatly’s board and management team was guided by our FourFactors® approach in the 4C analysis of its brand position. The 4C analysis looks into a brands’ Competence, it’s Competition, relevant Consumer trends and the internal Culture of the corporation. This analysis led to key insights and was followed by a Brand Definition process, using HMTs Brand Positioning Blueprint, to develop the “Brand Torch”.
From the 4C analysis it was clear that the strength of Oatly was not in the science but in the purpose behind the science. Because what really resonated with the consumer trends was the founder’s vision behind the creation of Oatly – to develop a better milk! A milk that was better both for humans and for our planet. This helped to make it clear that Oatly was in the business of change, which very much differentiated them from the competitors.
Oatly is today a brand positioned as a leader in the global Lifestyle of vegan and vegetarianism. The Oatly Way is a positive affirmation of that plant based choices are a sustainable short-cut to a healthier planet and a healthier you. Since the brand repositioning Oatly has broken sales record after sales record and has also attracted international owners to finance its further global expansion. Oatly is today a highly successful international brand available in over 20 countries, and counting.
“Together with HMT we at OATLY have chartered, analyzed, defined and successfully implemented an excellent and value creating brand positioning.”
Mats Hallkvist, Chairman 2012, Oatly
Are you curious to learn how you can reposition your brands as succesfully as Oatly? Contact Peter Wennström: Peter@thehmt.com
Download the case study pdf here: Oatly: Creating a Platform for International Growth for a Plant-based Brand
More Case Studies
Plant-based Food: The Evolution of a Trend and Marketing in the Mainstream
Cultural analysis from HMT ConsumerLab in collaboration with Lund University
by Svea Anstis
Nutritional Myths: How they spread and why we can’t let go of them
Cultural analysis from HMT ConsumerLab in collaboration with Lund University
By Kübra Camur
Online FourFactors®️ Training with 20 SME’s
via Thailand Food Innopolis
In August we helped 20 Thai SME’s to develop their strategic road-mapping so that they can get a head start with our FouFactors® Methodology.
Read MoreHMT ConsumerLab has joined Instagram!
Follow HMT insight team on instagram @thehmtab ! By following you’ll always be able to stay updated on the latest trends, what they are doing on a daily basis, and how the insights team can help you with your branding.
Read MoreThe Green Dairy (part of Bofood AB) Brand Identity:
How we bridge brand equity through design
“When creating the brand identity for The Green Dairy we worked to bridge the brand equity into creative expressions and design based on the brand positioning, its target audience and market entry strategy established by HMT’s strategy team.” ——Felicia Wennström, CD and head of HMT Creative
Read More