Oatly took out an ad on Reddit. It didn't go well

People walking past a billboard advertising Oatly's newsletter
(Image credit: Oatly)

"Your advertising campaigns are consistently the most grating and pathetic faux-cool b*llsh*t. I am actively hostile toward your brand." So reads the top-rated comment on Oatly's latest Reddit ad, in which the oat milk brand, in its signature 'corporate irreverence' tone of voice (think Brewdog), extols the virtues of the marketing campaign promoting its newsletter. Indeed it seems the company's 'edgy' ads are rubbing a large proportion of Twitter and Reddit up the wrong way.

Chances are you know an Oatly ad when you see one. The company favours bold, type-heavy print ads with messages like, 'Waiting for someone? Just look cool and pretend to be reading this,' or 'Posters don't have feelings so you don't have to pretend that you're interested.' But in trying to transpose its tone into the unforgiving world of Reddit, Oatly seems to have ended up with milk on its face.

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.