BACKGROUND AND CHALLENGE
In October 2020, the European Parliament voted in favour of Amendment 171. If this amendment were to be put into action, it could have had a devastating effect on the entire plant-based industry. The reason is that it was aimed to increase the existing restrictions and prohibit plant-based brands from using any language or imagery that could be seen as resembling dairy products, even indirectly.
The challenge was getting everyday people to grasp the importance of this complex legislation, especially because it hadn't been enforced yet. So, how could we mobilize them to understand and care about it?
THE SOLUTION:
As part of the campaign, I created a European cross-market strategy for Oatly to be implemented in all its EU markets. The goal was to highlight the absurdity of AM 171 (Amendment 171) through collaborations with various brands, creatives, influencers, and creators in different markets.
In the first phase of the campaign, we collaborated with ProVeg International & Upfield to launch a joint petition. This aimed to garner support and raise awareness about the potential negative impact of AM 171 on the plant-based industry.
For the second phase, we focused on a massive content creation effort involving creators from all corners of europe, leading to a significant surge in engagement and interest from the public.
By combining efforts and creativity, we sought to make the message more accessible and engaging, helping people understand the issue better and encouraging them to take action against AM 171.
THE RESULTS
The campaign's outcome surpassed all expectations and resulted in a success. It received extensive coverage in national and European news outlets and significant interest and support for the collaborative creators content.
Incredibly, we managed to gather over 500,000 signatures for the petition, which was then presented to the EU. The overwhelming public response left the EU with no option but to abandon the legislation entirely. This victory marked a significant achievement for the plant-based world, securing a brighter future for the industry.
SEE SELECTION OF CONTENT BELOW
BRAND: OATLY
YEAR: 2020
MY ROLE: COLLABORATION/PARTNERSHIPS STRATEGY AND EXECUTION
STUPID PACKAGING. In order the get people start talking, this new version of what a plant based milk cartoon might come to look like was sent out to over 300 influencers across Europe resulting in a wave of organic content and influencers joining the cause.
Milk satire with Germanys favorite societal commentator, Ruthe.
Spanish Moderna De Puebla did her take on the topic.
Swedish comedian Dag Tolstoy who was at his peak at the time did a sketch about it
Plant based news did a post
Finnish post-it artists pierpuse did their take on the thing
ONE MINUTE BRIEFS. We hooked up with Twitter account One Min Briefs who asked they're followers to create new versions of packaging and over 100 suggestions came in.
Influencer Therese Lindgren did a story about the craziness of it all along with the dystopian package
Spanish Freeda Media helped out and created a post with over 100K engagements
Dutch satire publication De Speld published a fake news article about the Milky Way having to change its name due to legal reasons.
