Oatly Crashed an Ice Cream Event with a "Dairy Deprogramming Zone"
Laura McQuarrie — June 26, 2024 — Marketing
References: vegnews
Disruptive dairy-free brand Oatly brought a bright yellow Dairy Deprogramming Zone to IDFA's Capitol Hill Ice Cream Party in Washington, DC, challenging the longstanding event and sparking conversations about dairy's role in the climate crisis.
"Moving away from meat and dairy is one of the easiest ways Americans can lower their climate footprints," said Pearson Croney-Clark, Oatly’s Public Affairs Manager, "But because the dairy lobby is not transparent about the impacts of their products, many people don’t understand the true role that the industry plays in our climate crisis."
On its dairy-free ice cream truck, Oatly shared statistics on the environmental costs of dairy production and while they waited to receive their treats, people learned that producing a gallon of milk in the United States requires 144 gallons of water, while it takes 80% less water to make Oatly's plant-based milk alternative.
"Moving away from meat and dairy is one of the easiest ways Americans can lower their climate footprints," said Pearson Croney-Clark, Oatly’s Public Affairs Manager, "But because the dairy lobby is not transparent about the impacts of their products, many people don’t understand the true role that the industry plays in our climate crisis."
On its dairy-free ice cream truck, Oatly shared statistics on the environmental costs of dairy production and while they waited to receive their treats, people learned that producing a gallon of milk in the United States requires 144 gallons of water, while it takes 80% less water to make Oatly's plant-based milk alternative.
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