Oatly is Giving Away Free Oat Milk Coffees in the UK
Michael Hemsworth — March 12, 2025 — Lifestyle
References: oatly & vegconomist
Oatly has announced a new integrated marketing campaign that will see the plant-based milk brand giving away free oat milk coffees to consumers in the UK to encourage them to try something different. The campaign will see 20,000 free coffees crafted with the Oatly Barista Edition oat milk given away in Bristol, Birmingham, Edinburgh, Leeds and Glasgow during March and April. The campaign comes hot on the heels of a blind taste test performed by the brand that saw participants comparing coffees with oat milk and cow's milk, which saw oat milk taking a strong share of favor.
Executive Creative Director Filip Nilsson spoke on the Oatly free oat milk coffees initiative saying, "People love Oatly in their coffee, they just don’t know it yet! Our blind taste tests showed there are potentially millions of people missing out on a first-class taste experience, so we’re going on a journey to sample delicious Oatly coffees to people across the UK who may never have had the chance to try it before, proving what we know to be true — our oat drinks taste delicious.”
Image Credit: Oatly
Executive Creative Director Filip Nilsson spoke on the Oatly free oat milk coffees initiative saying, "People love Oatly in their coffee, they just don’t know it yet! Our blind taste tests showed there are potentially millions of people missing out on a first-class taste experience, so we’re going on a journey to sample delicious Oatly coffees to people across the UK who may never have had the chance to try it before, proving what we know to be true — our oat drinks taste delicious.”
Image Credit: Oatly
Trend Themes
1. Free Sample Marketing Campaigns - Brands are leveraging free product giveaways to entice consumers to try new alternatives, driving widespread trial and adoption.
2. Plant-based Dairy Alternatives - The growing popularity of plant-based milk options presents opportunities for brands to capture the attention of health-conscious and environmentally aware consumers.
3. Blind Taste Test Promotion - Conducting blind taste tests serves as an innovative approach for brands to showcase their product's taste superiority over traditional offerings.
Industry Implications
1. Food and Beverage - The rise of plant-based proteins is transforming the food and beverage industry by creating new niches and altering consumer preferences.
2. Marketing and Advertising - Innovative campaign strategies that include tasting experiences and free samples are redefining how brands engage with target audiences.
3. Sustainability - Increased consumer interest in environmentally friendly products is accelerating the evolution of industries toward more sustainable practices and alternatives.
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