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‘Less self-indulgent’: Oatly’s CEO says advertising will refocus on ‘substance’
Oatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
Oatly’s CEO has said the brand is making its advertising “slightly less self-indulgent” as it seeks to “reclaim” its “reason for being”.
Speaking to investors this week (24 July), CEO Jean-Christophe Flatin acknowledged the brand’s “unique tone of voice” gained it a lot of attention, but said that during its most recent quarter, it had made an effort to be “slightly less self-indulgent” in the way it used that voice.
