Oatly is a brand known for their creative approach to marketing rule-breaking. They excel in that. Unfortunately, their .com-experience hasn't allowed them to execute the same level of creative freedom online, and consistently across markets. So how do you build a global online presence for a brand that is famous for being consistently inconsistent?

Oatly is a brand known for their creative approach to marketing rule-breaking. They excel in that. Unfortunately, their .com-experience hasn't allowed them to execute the same level of creative freedom online, and consistently across markets. So how do you build a global online presence for a brand that is famous for being consistently inconsistent?

Creativity first, the heavy tech later. The Oatly Infinite Canvas is a portal into the Oatly world of hard facts, important info, oat milk business and of course – nonsense.

It is a canvas and digital design system built to serve the every whim and spark the Oatly Department of Mind Control can conjure up – ever-changingly random with a super-gridded system, a highly irregular experience with a clearly boxed in back-end. An experience built for creative freedom, that encourages exploration and just like the brand itself breaks the rules for how marketing “should be done”. A seemingly overwhelming amount of content? NO! (Yes.) Scrolling horizontally? NO! (Yes.) Changing the navigation between the sections? NO! (Yes.) A gigantic hand-cursor easter egg? Why not?

The Oatly Infinite Canvas is a place where a brand that employs full creative freedom in the real world now also can do it online, again and again and again.

On the note of not doing things like they "should be done", Oatly doesn’t measure their activations. But from what we can see, more people than ever are buying oat-based products, which is a win.