Oatly: The New Word

Oatly, a producer of alternative dairy products using oats, created a new Cantonese word for plant-based milk to start a conversation about sustainability in Hong Kong.

What was the Scale of the Challenge You Faced?

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...