Oatly has given its oat milk creamers a packaging overhaul that blurs the line between beverage and branded entertainment. The new carton design not only enhances Oatly's coffee portfolio but also aligns with its climate transparency goals. The company's quirky rebrand campaign includes pop-up events in grocery store parking lots to elevate the ritual of drinking coffee.

The rebrand is about making the creamers 'more Oatly' by engaging consumers through digital touchpoints and a hotline featuring an employee's high school drama teacher. Oatly's approach to marketing in the plant-based space goes beyond slick branding to focus on the emotional needs and entertainment of its consumers. By providing an indulgent and joyful experience, Oatly positions itself as a leader in the non-dairy creamer market, appealing to a growing demand for unique flavor options and personalized coffee experiences.