Let’s be real, a lot of us only watch the Super Bowl for the commercials (and the half-time show). This year, those commercials didn’t disappoint. Gaining national attention was one commercial imparticular for a popular vegan product: Oatly.
Oatly’s Super Bowl commercial caused quite the stir, and as it turns out, this isn’t the first time.
In the commercial, Oatly’s CEO, Toni Petersson, is in a field singing about Oatly. The lyrics include, “It’s milk, but made for humans,” and, “Wow! No cow!”
Naturally, people who drink cow’s milk took offense to the messaging, while the rest of us plant-based milk drinkers quietly smiled from the sidelines.
Swedish Dairy Lobby Sues Oatly
While many assumed that this commercial first aired for this year’s Super Bowl, it was actually released in Sweden back in 2014. According to AdAg, after airing the commercial in Sweden, the Swedish dairy lobby sued Petersson.
Apparently, the messaging hinted that dairy milk is unhealthy. Though his message does align with recent research linking dairy milk to breast cancer, the dairy lobby successfully got the commercial banned.
Despite the ban (and being sued), that first commercial was still a success. As Bloomberg reported, Oatly saw a massive spike in sales during the lawsuit. Petersson said, “My mistake. Maybe I should have tried it before.”
Oatly Grabs America’s Attention
Oatly’s commercial was unique for a Super Bowl spot. Most commercials try to go over-the-top and hire huge production crews or celebrities. And what did Oatly do? They recycled a 7-year-old commercial that cost next-to-nothing to produce.
People might criticize the unique approach, but it seems to have grabbed America’s attention. People all over are major fans or major haters of the commercial. It seems everyone has an opinion on it.
Oatly Sells Super Bowl Commerical Hater Shirt
In fact, the Super Bowl commercial received so much love and hate, that Oatly released a t-shirt just for the haters. That t-shirt reads, “I Totally Hated That Oatly Commerical,” and it’s already sold out!
In true Oatly fashion, Petersson attached a somewhat sassy description to go along with the shirt. The description reads:
“The rules of time and space make it impossible to give you back the 30 seconds you just spent watching our Super Bowl commercial, but at least we can give you this free t-shirt that lets the world know where you stand on our attempt to promote Toni’s singing skills to a wider audience. Feel free to wear it proudly knowing we are not offended since we believe that having different opinions on things is what helps move society forward, even if those particular opinions are strong enough for you to want to wear them in t-shirt form.”
Oatly really knows how to capitalize on the haters!
Watch Oatly’s Super Bowl Commerical:
That was the first 30 seconds of the full commercial. Watch the rest in the video below:
Hopfully they wont get sued again. But even so, maybe it’ll help their sales like it did in Sweden!
What do you think of the commercial?