Oatly has launched a unique coffee-centric brand activation in Amsterdam with the introduction of a "bike-thru" pop-up. The pop-up offers a rotating menu of oat milk creations from some of Europe's best coffee roasters, catering specifically to the city's biking culture. The initiative aims to showcase the deliciousness of specialty drinks with oat milk while also promoting sustainability in a city known for its cycling infrastructure.

Located at Papaverhoek 24, the bike-thru features signature drinks from different coffee roasters each week, including Barcelona's Nomad, Copenhagen's April, Brussels-based Wide Awake, and Amsterdam's Dak Coffee Roasters. In addition to the signature drinks, cyclists can enjoy unique concoctions like rose-cardamom coffee cloud and salted gochujang barista cacao. The initiative aligns with Oatly's taste-led marketing strategy, emphasizing the versatility of its products and sustainability efforts in partnership with various local tastemakers.