During Super Bowl LV, Oatly, a vegan dairy company, aired a unique commercial that featured its CEO, Toni Peterson, playing a keyboard in a field of oats while singing about the company’s product. The ad received mixed reviews, with many labeling it as awkward and ineffective.
A writer from The Washington Post commented, “No choreography, music licensing, famous actors – possibly even no director. This year’s quirkiest ad came from Oatly, a company excelling in oat milk production but faltering in commercial-making skills. Uncomfortably awkward ‘Napoleon Dynamite’ vibes loomed.”
Some people speculated on social media that the ad might have been intentionally made poorly to generate buzz around the brand. This strategy seemed to have worked, as the negative attention sparked curiosity and discussion about Oatly.
In response to the criticism, Oatly cleverly released t-shirts with the statement “I totally hated that Oatly commercial” on their online store, which quickly sold out. This move demonstrated the company’s ability to turn unfavorable publicity into a marketing opportunity.
Oatly is now contemplating a $10 billion IPO, with plans to launch it as early as this summer. Initially torn between Hong Kong and the US for the IPO location, Oatly has decided to focus on a US IPO due to the increased visibility garnered from the Super Bowl ad backlash.
In a statement on their website, Oatly remarked, “While interrupting the Super Bowl with Toni’s musical ode to oat milk might not have been the most conventional choice, it did drive traffic to our website. We consider it a triumph in reaching a broader audience and showcasing Toni’s musical talent.”
