John Schoolcraft.
Manage episode 291286454 series 2919718
By Lars Busekist. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.
John Schoolcraft, Fearless Chief Creative Officer at Oatly AB. In English.
On how killing off the marketing department at Oatly turned out to be a huge benefit and global success. Turning the creative into not just selling ads but growing the business and becoming makers instead.
On how doing ads is going to be less important than introducing creativity to business.
On the David vs Goliath fight with the dairy industry. A funny tale of how Arla made a series of commercials to discredit Oatly, but forgot to register the silly names used in their advertising campaign to mock Oatly. Oatly found out they hadn’t registered the names and simply registered them and changed their packaging so Arla ended up advertising for Oatly instead.
On recycling an old commercial and making it the number one ad talked about during the Super Bowl in the US.
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