Oatly’s magic lies in its paradox value proposition. The brand bridges the gap between selfishness and altruism. Consumers can achieve personal health benefits and still contribute good to the environment. Surprisingly, Oatly’s ad campaign doesn’t celebrate this momentum at all.

No ad addresses the benefits of the products.

Instead, Oatly uses the ad space for a gigantic hack. It makes fun of all the large corporations that run traditional and stale marketing campaigns. By doing so, they position themselves as an independent funny, and sympathetic alternative for dairy products.