Visiting Manchester recently a billboard caught my eye proclaiming in large bold black capital letters ‘IT WORKS IN TEA’ next to a picture of a carton of Oatly Oat Drink. It was followed up underneath with the words ‘Still unconvinced? WhatsApp: +44 7463 940047’
It was all part of a quirky campaign by the oat drink brand to convince anyone sceptical about putting Oatly in their tea that it really works. But whether it convinced anyone or not, the real win was getting the brand talked about and generating engagement while reinforcing its humorous, irreverent, and playful persona.
And it did it rather well.
Anyone sending a message to the number was in with a chance of being sent a tea drinking set including a 500ml carton of its product along with a mug and a box of PG Tips. First come, first served – there were 10,000 boxes to give away and when they were gone, they were gone. Even if you missed out on the gift, anyone messaging the number would get the chance to listen to a daft ‘convincing’ song and indicate by pressing a button whether they had indeed been convinced, or not.
According to PR Week, the WhatsApp number received more than 12,000 messages in the first 24 hours.
It’s evidence, if we didn’t already know it, that for the right brand a funny and irreverent approach works brilliantly.
And by putting scepticism about whether oat drinks work in tea front and centre of the campaign, and leaning into it, it also demonstrates a certain degree of confidence and aplomb.
[SOURCES]
Terms & Conditions | Oatly | United Kingdom
Ecover rewear chair, Oatly in tea, Corona eclipse – Campaigns round-up | PR Week
