Plant-based milk OATSIDE makes global debut with TSLA aiding with brand identity

Oatside, a newly launched oat milk brand founded by Benedict Lim, the former CFO of Kraft Heinz Indonesia, has launched a campaign as part of its global debut titled "Oatside of life". The campaign created in partnership with TSLA consists of three short videos with a short jingle on how Oatside milk can make consumers' day. TSLA is the first agency the brand has worked with since its conceptualisation amidst the pandemic, and the appointment comes after the brand had several conversations in the market with other creative outfits, MARKETING-INTERACTIVE understands. 

The videos launched as part of its global debut offers a playful look at consumers' everyday, adult lives, prodding milk drinkers around the world to look up, smile, exhale and enjoy the little bits of goodness in life.

TSLA said the campaign aimed to show how the Oatside of life is the better side as it is the sustainable side of life that harms no cows, leaves no trace, and keeps the world spinning a little cleaner than before. “This is paws down the most delicious milk in the world, and our work here is to celebrate that in the happiest, simplest and purest of ways - song, dance and an invitation to live a little," a spokesperson from TSLA added. 

The campaign is currently marketed via OOH activations, as well as through TV, social media and shopper marketing touchpoints and runs across markets such as Indonesia, Japan and Korea as well. Oatside will also offer milk tastings hosted by master sommeliers in Asia.

Cindy Lin, marketing director of Oatside said that the plant-based milk is for people who don't like or even think about plant-based milk. "All we’ve got are oats, water, and a very humble dream of creating the most delicious plant milk you’ll ever taste. A plant-based milk so creamy and so rich, it can control the weather, slow time and stop bullets in mid-air," she added.

MARKETING-INTERACTIVE has reached out for additional information.

Meanwhile, TSLA has remained active in the past year, bagging several notable clients. In August last year, Mandai Park Holdings reappointed TSLA as its global creative partner for the next three years. TSLA Design was given the task of branding and design duties, while integrated creative duties are managed by TSLA.  Local telco StarHub also appointed the agency for creative duties in June that year, and the Starhub team shared that it was TSLA's collaborative culture, enthusiastic curiosity and fresh approach that caught Starhub's eye.

Meanwhile, Singapore-based global digital and crypto assets exchange Zipmex appointed TSLA to launch the brand across Southeast Asia and Australia in May last year, where TSLA's design practice will manage brand strategy, positioning and design duties. 

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