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Oatly launch Wow No Cow campaign

The company’s CEO has written a song explaining what the company is all about.


Oatly is explaining itself in a unique way with the release of a song and campaign called Wow No Cow.

The song was written by Oatly CEO Toni Petersson who also sings it. For the campaign Oatly have teamed up with the legendary Forsman & Bodenfors. Oatly makes oat drinks and only drinks. They don’t know anything about almonds or soy or rice or low-fat cows. All they know is oats. How to grow them, harvest them, choose them and turn them into liquid goodness.

Talking about the song Toni said, “When they first told me they wanted me to sing a song in an oat field I seriously thought they were kidding. How could that ever work to tell our story? I didn’t originally have time to write a song so they wrote one for me and I really hated it—don’t they think I have any creative integrity? So I wrote something I felt I could put my name on and then went out in the middle of the oat field with a synth from the 80s and tried to play it.”

The Wow No Cow film is part of a series of films in which Toni takes Oatly’s message to a wider online audience. The films are both quirky and straightforward – like the brand itself. The series of films are created by award-winning agency Forsman & Bodenfors, who also created the legendary ‘The Epic Split’ by Volvo Trucks.

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Watch the Wow No Cow film below:


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