Oatly made a notable event appearance over the weekend (27 and 28 April) at the â€śIRIS: Your Escapeâ€ť event â€“ Hong Kongâ€™s largest health and wellness festival – with a range of activities to introduce plant-based milk option to Hongkongers.
The Swedish oat drink brand rolled out numerous activations throughout the two-day event held at the Central Harbourfront Event Space. This included the debut of an installation based around its newly-created Chinese word for plant-based milk. The Chinese character itself combines elements of the Chinese character for â€śplantâ€ť with the character for â€śmilkâ€ť.
Oatly also set up aÂ malevolent-sounding â€śBrainwash-o-maticâ€ť with a slightly more altruistic aim of brainwashing Hong Kong people to embrace a plant-based revolution and step up for environmental protection.
Another highlight was the blender bike, still a trendy event staple for health and environment-oriented brands. Participants made their own fresh fruit Oatly vegan milkshakes by riding the blender-bike to mix them up.
Furthermore, to encourage people to rethink their milk consumption choices, Oatly set up a â€śPlant-based milk VS Animal-based milkâ€ť voting wall at IRIS to let people have their say. Some would say it’s a dangerous gamble to allow the public to have a public vote over the worth of your brand in case it backfires but it seemed to pay off.
After becoming a trendsetting beverage stateside, Oatly has been making a strong push into Asia and Hong Kong. This has included numerous OOH ads and partnerships, such as one with Starbucks who recently concluded an Oatly-focused drink promotion and has added the milk drink to its menu. Expect to see more event appearances by the brand as it continues to solidify local brand awareness.