When strategists analyze a brand's demographics and rank them by affinity, they normally don't sort from lowest to highest.

But Oatly, already known as a marketing maverick, is breaking that rule in a fun way with its new campaign.

The work targets middle-aged dads, a group the brand says is least receptive to messages about dropping dairy or pursuing anything vaguely vegan.

So is it a good strategy to go after your most resistant audience rather than trying to embrace your base and grow from there? This campaign does a bit of both, leveraging the role of teens as advocates for plant-based alternatives like oat milk.

Give the spots a watch and see what you think.

I may be a middle-aged dad, but I'm admittedly an easy sell. I've been all in on oat milk for more than a year now.

What about you? Do you have a milk alternative of choice? Is your household, like mine, a "three kinds of milk in the fridge" place?

Let me know at the email below or come find me at @Griner on Twitter.

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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