We wanted to make a brand campaign that doesn’t talk about our products and instead talks about our new newsletter, SPAM, that also doesn’t talk about our products. And we didn’t want to talk about our newsletter in a newslettery way as it’s not really a letter or news and we decided to call it SPAM because that’s what everyone thinks of newsletters which then presented a creative opportunity to execute the brand campaign about the newsletter in the most analogue of SPAM ways possible or at least that we could think of.

Creating a huge OOH brand campaign to advertise the launch of a newsletter called ‘SPAM’ seemed like the stupidest (or boldest?) thing you could do. And to live up to its name we decided to SPAM everyone, as much as we could, including internally at all our offices wherever they are in a bid to let people know exactly what they could expect from our newsletter. An ironic brand campaign that talks about a newsletter which most people consider to be Spam which is why we called it Spam.

One of the strengths of creating a newsletter called SPAM was to have a wide demographic of people. The approach wasn’t necessarily to have a certain group of people sign up and having people sign up wasn’t necessarily something that would be considered a success. Creating an global OOH campaign for a newsletter was another way for people who may not have come in contact with Oatly to interact with the brand.

The global launch campaign for our monthly newsletter took place from November, 2022 to February, 2023, across major cities including Stockholm, New York, London, Berlin, Helsinki, Amsterdam, and Copenhagen. We utilized a variety of channels, including OOH advertising, samplings, SoMe, and print. The scale of our campaign was truly global, with a reach that exceeded our expectations.

The pop-up window is a design element that unifies the overall aesthetic of the project. In both print and analog media, the pop-ups are presented in the same way as they appear on screen, slightly overlapping some of the headlines to create a sense of depth. As this campaign doesn't focus solely on showcasing our products, we used a cropped illustration of a generic package with our logo as the send-off.

The urban areas in London, Berlin, Stockholm, Göteborg, Malmö, Stretch, Helsinki, Copenhagen, and New York were interrupted by SPAM by Oatly message in the most spammy fashion. From the train station dominations, tram takeovers, and even the sign spinner outside Berlin Central station, there was just no escape. Why we had a Sign Spinner you may ask? Because we wanted to give out our cutest products: Oat Drink Barista Edition 0.5l. If all the signs were not much of a signal for you to sign up to our newsletter, then let the half-litre-sized Barista Edition remind you when you open the fridge for the next 3 days or so.

Thanks to the PHD Central and local teams, we generated almost 75 million contacts from the OOH placements so there were about 75 pair of eyeballs that were mildly amused and dare we say, spammed by this execution.