Oatly installation at the IRIS:Your Escape event continues brand’s HK push

Oatly made a notable event appearance over the weekend (27 and 28 April) at the “IRIS: Your Escape” event – Hong Kong’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 “plant” with the character for “milk”.

Oatly also set up a malevolent-sounding “Brainwash-o-matic” 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 “Plant-based milk VS Animal-based milk” 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.

Read More News