Oatly Super Bowl activation

We had a feeling some people might not love our Super Bowl ad. And I was the creative lead tasked with coming up with how to direct the conversation online once our CEO sang his last note. Turns out, 500 hate-themed t-shirts and a homepage takeover did the trick. By the end of the game, the chatter around our weird spot changed to, “Wait, did Oatly out-troll the trolls while getting oatmilk tons of attention?”

This Instagram post giving away “I totally hated that Oatly commercial” t-shirts went live as the spot aired:

…And this company homepage takeover went live too:

The T-shirts sold out in 3 minutes. Here are some of the reactions:

The webshop and confirmation email looked like this:

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Oatly Ice Cream Launch