The New Word
Brand | Digital | Influencer
How do you convince dairy milk lovers to drink plant-milk? This was our challenge with Oatly, the Swedish oat-milk brand as it entered the Hong Kong market back in 2019. Oatly believes that shifting from dairy to a plant-based diet is better for our bodies and the planet, but in Hong Kong, despite 90% of the native population being lactose intolerant, dairy consumption was increasing.* We raised a debate about dairy milk vs plant-based milk and persuade the public to buy Oatly.
*Hong Kong Dairy market expected to grow annually by nearly 5% (source: Statista 2019)
Our target audience was Hong Kong mass population. Our quantitative research showed a very strong association between milk and cows in Hong Kong - 98% adults say cows are the first thing they think of when they hear the word milk. We also found very low awareness and understanding of plant-based milk**.
We wanted to break this association with cows and get people to talk about alternatives and try Oatly. In a focus group with local Hongkongers we identified another problem: there wasn’t even a Chinese word for plant-based milk.
**Ipsos Mori research of 1000 Hong Kong people commissioned by Oatly March 2019
Our idea was to create a new Chinese word for plant-based milk 𫇵 by adding the ‘plant’ component to the Chinese word ‘milk’ to kick start a debate.
We’ve generated over 500 pieces of positive media coverage – including SCMP, CNN, HKET, Bloomberg, with impressions of 136m across 9 countries.
The campaign is being shared widely across social media, with a 100% increase in social media conversation for Oatly in the 2-week period following launch; conversation has since settled at a higher base vs Q1 2019. Major retailers Wellcome, ParknShop and 7-11 permitted use of the New Word at point of sale – across hundreds of stores in Hong Kong.
Pieces of positive media coverage
Impressions across 9 countries
Increase in social media conversion
Small Budget Products” category - Bronze
Excellence in Public Relations - Silver
Best Idea: Integrated Marketing – Silver
Best Idea: Launch/ Rebranding – Gold
Best Idea: Public Relations – Gold
Greater China PR Campaign of the Year – Silver
Consumer Launch – Bronze
Cause-Related - Public Awareness – Bronze
“Best Campaign: Asia Pacific” – Highly Commended
“Consumer Launch” – Highly Commended