Role: Strategy, Copywriting, Art Direction
Project: Oatly – Student Work – Concept developed during One School program
Deliverables: Insight, Brand Positioning, Campaign Concept
Oatly after Dark
“Oatly After Dark” flips oat milk’s clean, kid-friendly image and repositions it as the secret ingredient for indulgent nighttime rituals. Designed for almond moms, hipster parents, and grown-up oat lovers, the campaign encourages adults to use what’s already in their fridge — but make it fun, flirty, and just a little rebellious.
Through cheeky OOH placements, playful Instagram Reels, and recipe-based activations, oat milk becomes the go-to mixer for cozy cocktails and me-time treats.
Campaign Overview
Why should kids have all the oat milk?
Oat milk is having a moment, but its branding is still tied to wellness trends and child-friendly packaging. Meanwhile, modern adults are reimagining self-care — opting for slower nights, rituals, and guilt-free indulgences at home.
This campaign positions Oatly as a smart, stylish, and unexpected companion for quiet evenings, unconventional cocktails, and late-night cravings.
the approach
Why it matters
This campaign builds cultural relevance for Oatly by expanding usage occasions and tapping into an underserved mindset: the adult looking for cozy, low-effort indulgence. By positioning oat milk as both practical and playful, Oatly cements itself as part of more than just mornings — it becomes part of how people unwind.
Campaign Componets
OOH
Oatly After Dark comes to life through out-of-home ads that seem normal during the day but transform into electric-themed bar signs at night, complete with QR codes that link to oat milk cocktail recipes.
Instagram reels
QR codes will be featured in every billboard, providing direct access for reels featuring mixologist Jordan Peel.
Newsletters
Recipe E- Books. It’s about making the product part of a lifestyle and offering customers fresh, engaging, and practical ideas.
Activation
The activation aimed to bring the oat milk cocktail campaign to life through live, interactive experiences, allowing people to taste and experience the product while learning how to incorporate it into their nightly routines
