Can Oatly protect its provocateur status as the suits swoop in?
Oatly has seen phenomenal growth and arguably established itself as the face of the alternative-milk category. Having nailed its branding, it secured over $441m in funding according to Interbrand’s Breakthrough Brands report. For its creative chief, the biggest worry now is whether he can preserve its bolshy ‘don’t overthink it’ approach as investors take a greater interest.
Source: thedrum.com
