# How Oatly Turned a Milk Substitute Into a Movement

Page: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-oatly-turned-a-milk-substitute-into-a-movement-2
Text version: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-oatly-turned-a-milk-substitute-into-a-movement-2.md
Podcast: [Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell](https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735)
Published: 2026-06-24T19:15:34+00:00
Episode link: https://audio.fexingo.com/business/brand-storytelling/episode-0071.mp3
Audio file: https://audio.fexingo.com/business/brand-storytelling/episode-0071.mp3
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JSON: https://stenobird.com/v1/public/podcasts/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/episodes/how-oatly-turned-a-milk-substitute-into-a-movement-2
Duration seconds: 561

## Resource

In this episode, we unpack Oatly's unconventional brand storytelling — from its deliberately awkward tone-of-voice to its 'Fuck the Milk' moment at a Swedish trade show. We trace how the company turned a niche oat drink into a cultural symbol, why it leaned into controversy, and what happens when purpose-driven narrative meets public backlash. Specifically, we look at the 2021 'Help the Planet. Let's Call It Oatly' ad campaign that was banned in the UK, and how Oatly turned that censorship into a PR victory. We also discuss the tension between the brand's anti-Big Food persona and its multi-billion-dollar valuation. If you're a marketer or entrepreneur wondering how to make your brand voice stand out without being obnoxious, Oatly's playbook is both instructive and cautionary. #Oatly #BrandStorytelling #Marketing #ToneOfVoice #PlantBased #ControversialMarketing #PurposeDriven #Advertising #PR #Sustainability #Disruption #ConsumerBrands #SwedishBrands #StorytellingStrategy #ViralMarketing #FexingoBusiness #BusinessPodcast #MarketingStrategy Keep every episode free: buymeacoffee.com/fexingo

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## Transcript

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