Oatly: The New Coke

Oatly’s response to Jeff was a perfect example of this. It was well-crafted messaging that weakly represents the arguments against them without actually discrediting them. “Sugar is found in lots of foods, including cow’s milk.” 

Strawman the Disagreements: When people criticize the ingredients or health claims, strawman their arguments by focusing on the most easily dismissed criticisms, or by pointing the finger elsewhere.

Oatly doesn’t have to do this, the Canola industry is doing it for them. The sugar industry was doing it too, but everyone knows sugar is bad now.

Create Confusion: Fund research showing the harmful ingredients are healthy, or at least not provably harmful.

“Plant-based,” “low in saturated fat,” “GMO-free,” these are all true things about Oatly, but they don’t mean it’s not bad for you. “we specifically chose rapeseed/canola oil for our products due to its great nutritional profile (low in saturated fats, rich in unsaturated fats, and higher in omega-3 fatty acids than most other oils).“ Those are all... See more

Obscure the Truth: Make vague claims that make consumers feel good.