Oatly's Updates Santa Ritual - With A Twist


Oatly's has revamped a traditional Christmas tradition: laying out milk and cookies for Santa.

The new creative, done in-house, offers a singular reboot.

In three new spots, coupled with out-of-home and DOOH postings in New York, Los Angeles and Chicago, the brand offers a new twist: oatmilk and croquembouche, a French dessert with a conical shape that resembles a Christmas tree. The DOOH postings target high-traffic areas, such as New York's Port Authority.

The Swedish brand had 31 professional Santas taste-test oatmilk and a fancy dessert in a compare-contrast push running on social media and in cinemas. A card reads: “The data is undeniable. “96.774% of Santas prefer oatmilk & croquembouche.”

The spots are Santa Taste TestsLove, Santa and Leave A Note.

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The latest work is part of the company's "Update Milk" creative, launched last year, which favors a dairy-free take on the ritual. It assumes today's Santa may be focused on sustainability — or even lactose-intolerance.

The ads take a playful jab at the dairy industry, wondering: “Does Santa even like cow’s milk?”

Oatly reported $208 million in Q3 revenue, a 10.9% YoY increase driven by an 18.1% increase in North America, per its latest earnings report.

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