Oatly has launched a YouTube channel featuring a series of films starring its reluctant CEO, Toni Petersson.
Toni TV showcases a series of films depicting the life and times of the company CEO as he attempts to explain why people should try Oatly’s products. The series includes more than 20 episodes, and much of the footage was filmed without Toni’s knowledge (when he didn’t know the cameras were rolling).
The trend for oat-based milk hasn’t gone unnoticed. In its homeland of Sweden, Oatly is being sued by the Swedish Dairy Association, accused of making milk seem “unmodern”. In an unprecedented step, the brand has made the full 172-page summons, as well as its response, available to read on its website, allowing people to make their own minds up.
“Against my better judgment, I agreed to be featured in a series of films,” said Toni Petersson. “At first, I was really concerned that the ideas were bad, that I was bad and that all the commercials I had ever seen featuring CEOs were terrible. For me, it made more sense to spend time and money developing a strong idea that would explain to viewers how everyone at Oatly goes to work every day to improve people’s lives and the health of the planet. For some reason, my creative director and agency thought I should sing this instead. I guess time will tell if I was right or if they were.”
Toni TV was recorded in and around the organic oat fields of southern Sweden, where Oatly has its offices.
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