WE! created a social media strategy for Oatly Singapore that raised awareness of the brand whilst making sure to stay true to the voice and mission of Oatly: to eat better and live healthier lives without recklessly taxing the planet’s resources in the process.

The strategy was centered around the idea that people should be able to eat what they want, but should still be aware of the impact their choices have on other people, animals, and the planet. We wanted to make sure that people felt like they were making these choices without putting too much pressure on themselves or feeling guilty about them, so we worked hard to create a tone that was light-hearted, fun, and informative at once.