Give the copywriter a pay-rise!
Walking through London, Glasgow, Manchester, Bristol or Brighton last week, you may have noticed an OOH (out of home) advertising campaign for ‘original’ oatmilk company, Oatly.
When I say ‘may have noticed’, you’d be hard pushed to miss it – it was everywhere. With buses, digital touchpoints and 48 sheets, JCDecaux must be loving this regional push!
Take a look at a few of the pics below (last Wednesday in London):
For some brand marketers, tone of voice is sometimes a poorer cousin to colour pantones, font choice, photographic style and messaging. All of which are very important, but occasionally may fall short of what can be key – how a brand communicates its authentic personality with its audience, usually through the written word.
Taking a look at Oatly’s style, its sarcastic, irreverent nature speaks directly to the audience it is targeting – younger people, interested in a more sustainable lifestyle, disillusioned with ‘traditional’ advertising. Although this ‘Oat propoganda’ has been called nonsensical, I feel this is far from the credit this conversational, stand-out the creative team behind this campaign deserve.
Some higher-brow marketing ‘experts’ are dubious of the brand’s move, calling it cringeworthy and awful on Twitter, and a few people commenting only those working in marketing would understand the sarcasm/cheekiness. However, is this not giving consumers enough credit?
My opinion? It stands out. It cuts through the noise. It is clever. Its copywriters deserve a pay-rise. Brand personality and tone of voice will become evermore important in a world which is becoming busier by the day.
What do you think – do you like the Oatly campaign? Nonesencial or showcasing the brand’s personality?
And have a think. What does your brand/organisation say or talk about? What do you not say? Crucially, how do you communicate?