2021 TMS Awards commended, Oatly

The New Word

How Swedish brand Oatly created a new Cantonese word for plant-based milk so we could start a conversation about sustainability.

Our brief was to launch Oatly oak milk in Hong Kong, a small market of 7.4m people. Hong Kong was Oatly’s first market entry in Asia – it was vital for the brand succeed here ahead of potential expansion across the Asia Pacific region.

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