This week’s guest is Kevin Lynch, a Creative Director at Oatly. Kevin and his team refer to themselves as the “Oatly Department of Mind Control”, which I think tells you a little something about their creative department…

Oatly, the billion dollar oat drink company out of Sweden, is a brand that loves to push the boundaries, and has truly mastered the art of capturing attention in an increasingly noisy world.

Or is it a noisier world out there?

Kevin believes that the marketing world isn’t actually getting noisier, it’s just that brands are just getting more predictable, leaving a huge open goal for those willing to take a more creative and bold approach, something that Oatly undoubtedly does extremely well.

Kevin and I spoke at length about building a challenger brand, winning hearts and minds in an industry filled with aggressive incumbents, responding to haters online, their wonderful “Spam newsletter” campaign and the value of great copywriting.

This episode is packed with takeaways for marketers and creatives, I hope you enjoy it. Let’s get to the show.

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