3
of activation in the heat of Almedalen
50 000+
people reached by the campaign
2500+
cold iced lattes with Oatly oat drink served
Challenge How do you get politicians to stop in the middle of the Almedalen crowd?
Oatly wanted to make oat drink the obvious alternative to milk. The challenge was to stand out in an environment with fierce competition for attention, where everyone wants to catch the attention of decision-makers and opinion leaders.
Our Proposal Cold iced lattes and warm conversations—a dose of oat diplomacy
We brought in a fully branded café bike and placed it in Almedalen’s busiest flow. Here, Oatly served cold oat lattes in the summer heat, a tangible and tasty proof that plant-based can be both delicious and climate-smart. The drink became a starting point for conversations about sustainability, food policy, and the future of food.
Our Approach A mobile café stage for Oatly in the heart of political week
Oatly’s branded café bike rolled into Almedalen’s central spots and quickly became a natural meeting point. With well-chilled iced lattes as the bait, politicians, opinion leaders, and curious passersby stopped for a chat. The simple, stripped-back setup kept the focus on the conversation, sustainability, food policy, and climate-smart drinks being some of the topics. In just a few days, we created an Oatly arena where taste experiences met social debate.
Results Oatly became the talk of Almedalen, with iced lattes breaking the ice for conversations about oat diplomacy
The activation resulted in thousands of direct meetings, over 2,500 iced lattes served and more than 5,000 conversations with decision-makers, socially engaged citizens, and the public. With 50,000+ people in Almedalen, Oatly stood out from the crowd and established the concept of oat diplomacy, where a simple cup of iced latte became the starting point for important discussions about climate and sustainable consumption. The campaign left a lasting impression both in taste and in the debate.
