Oatly The New Word
Oatly The New Word
Creating a new Chinese word for plant-based milk, adding a new word to the 2000-year ancient language.
Client
Oatly
Year
2020
Category
Food & Beverage
Challenge
Challenge
How do you convince dairy milk lovers to drink plant-milk? This was our challenge with Oatly, the Swedish challenger brand as it entered the Hong Kong market. Oatly believes that shifting from dairy to a plant-based diet is better for our bodies and the planet, but in Hong Kong, despite 90% of the native population being lactose intolerant, dairy consumption has been increasing.
How do you convince dairy milk lovers to drink plant-milk? This was our challenge with Oatly, the Swedish challenger brand as it entered the Hong Kong market. Oatly believes that shifting from dairy to a plant-based diet is better for our bodies and the planet, but in Hong Kong, despite 90% of the native population being lactose intolerant, dairy consumption has been increasing.
Challenge
How do you convince dairy milk lovers to drink plant-milk? This was our challenge with Oatly, the Swedish challenger brand as it entered the Hong Kong market. Oatly believes that shifting from dairy to a plant-based diet is better for our bodies and the planet, but in Hong Kong, despite 90% of the native population being lactose intolerant, dairy consumption has been increasing.
Insight
Insight
New research highlighted a very strong association between milk and cows in Hong Kong. We also found very low awareness and understanding of plant-based milk.
We wanted to break this association with cows and get people to talk about alternatives. In a focus group we identified another problem: there wasn’t a Chinese word for plant-based milk.
This insight was key to our creative idea: how could Hongkongers discuss alternatives to dairy when there was no word for plant-based milk in their local language, or buy a product when there was no word for the category?
New research highlighted a very strong association between milk and cows in Hong Kong. We also found very low awareness and understanding of plant-based milk.
We wanted to break this association with cows and get people to talk about alternatives. In a focus group we identified another problem: there wasn’t a Chinese word for plant-based milk.
This insight was key to our creative idea: how could Hongkongers discuss alternatives to dairy when there was no word for plant-based milk in their local language, or buy a product when there was no word for the category?
Insight
New research highlighted a very strong association between milk and cows in Hong Kong. We also found very low awareness and understanding of plant-based milk.
We wanted to break this association with cows and get people to talk about alternatives. In a focus group we identified another problem: there wasn’t a Chinese word for plant-based milk.
This insight was key to our creative idea: how could Hongkongers discuss alternatives to dairy when there was no word for plant-based milk in their local language, or buy a product when there was no word for the category?
Idea
Idea
Our idea was to create a new Chinese word for plant-based milk, adding a new word to the 2000-year ancient language.
The newly created Chinese word combines the element of ‘plant’ onto the Chinese character for ‘milk’, highlighting the feature of plant-based milk—coming from a plant.
Execution
Launching the new word to media by spotlighting the lack of understanding of the benefits of plant-based milk, along with an urgent call to action to Hong Kong government to define the category.
Utilizing social media and targeted advertising helped to build momentum, including a placement in Hong Kong’s busiest metro station. With a minimal budget for media, the strategy was to earn attention rather than drive reach.
Engaging with micro-influencers and NGOs and took the new word to events where the public could sample Oatly and join in the debate.
Enlisting retailers to use the new word at point of sale, helping consumers identify the category and Oatly itself.
Oatly controlled the narrative around plant-based milk and led the debate for change with a new word that piqued public interest.
Our idea was to create a new Chinese word for plant-based milk, adding a new word to the 2000-year ancient language.
The newly created Chinese word combines the element of ‘plant’ onto the Chinese character for ‘milk’, highlighting the feature of plant-based milk—coming from a plant.
Execution
Launching the new word to media by spotlighting the lack of understanding of the benefits of plant-based milk, along with an urgent call to action to Hong Kong government to define the category.
Utilizing social media and targeted advertising helped to build momentum, including a placement in Hong Kong’s busiest metro station. With a minimal budget for media, the strategy was to earn attention rather than drive reach.
Engaging with micro-influencers and NGOs and took the new word to events where the public could sample Oatly and join in the debate.
Enlisting retailers to use the new word at point of sale, helping consumers identify the category and Oatly itself.
Oatly controlled the narrative around plant-based milk and led the debate for change with a new word that piqued public interest.
Idea
Our idea was to create a new Chinese word for plant-based milk, adding a new word to the 2000-year ancient language.
The newly created Chinese word combines the element of ‘plant’ onto the Chinese character for ‘milk’, highlighting the feature of plant-based milk—coming from a plant.
Execution
Launching the new word to media by spotlighting the lack of understanding of the benefits of plant-based milk, along with an urgent call to action to Hong Kong government to define the category.
Utilizing social media and targeted advertising helped to build momentum, including a placement in Hong Kong’s busiest metro station. With a minimal budget for media, the strategy was to earn attention rather than drive reach.
Engaging with micro-influencers and NGOs and took the new word to events where the public could sample Oatly and join in the debate.
Enlisting retailers to use the new word at point of sale, helping consumers identify the category and Oatly itself.
Oatly controlled the narrative around plant-based milk and led the debate for change with a new word that piqued public interest.
Results
Results
44% increase in month-on-month sales across all sales channels
Major retailers such as Wellcome, ParknShop and 7-11 using the new word at point of sale
The sales impact allowed Oatly to expand into new APAC markets
44% increase in month-on-month sales across all sales channels
Major retailers such as Wellcome, ParknShop and 7-11 using the new word at point of sale
The sales impact allowed Oatly to expand into new APAC markets
Results
44% increase in month-on-month sales across all sales channels
Major retailers such as Wellcome, ParknShop and 7-11 using the new word at point of sale
The sales impact allowed Oatly to expand into new APAC markets
©2025 Darryl Soh
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©2025 Darryl Soh
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©2025 Darryl Soh
Go Back To Top
©2025 Darryl Soh
Go Back To Top