Update Milk! Holiday Edition

Humans have been leaving out milk & cookies for Santa on Christmas Eve for almost a hundred years. It’s a wonderful tradition, just desperately in need of an update. (Does Santa even like cow juice? What if he’s lactose intolerant?) Continuing the Update Milk! campaign from 2023, Oatly embarked on the update of all updates but didn’t stop at the milk part. Presenting the new night-before ritual sweeping the globe: oatmilk & croquembouche. Adweek’s Best Holiday Ads of 2024, Ad Age’s Best Holiday Ads of 2024

Video blanketed social, CTV and cinema

Director: Me + Abigail Hogue

(if you prefer it live with caption)

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Hacking archival milk-and-cookies-for-Santa content and re-running it as ads (including an old Polaroid ad)

Wild postings (click to view bigger)

Tons of Toks

Plus a 15 min. fireplace video and a spelling contest

Influencer collabs!

Press

Campaign US: Santa’s back and he’s never been cooler, thanks to Pepsi and Oatly

Adweek: Santas Reject Traditional Milk and Cookies in Oatly's Cheeky Holiday Ad

Ad Age: 11 creative campaigns to know about today

Campaign US: Oatly uses its powers of suggestion on unwitting Santas

The Drum: Ad of the Day: Santa ditches dairy in Oatly’s totally fair taste test

The Drum: Best Ads of the Week

Performance Marketing World: JD Sports, Boots, Oatly, John Lewis, and Aldi: top 5 viral Christmas performance marketing campaigns

Marketing Dive: Oatly wants to update Santa’s Christmas Eve milk-and-cookies tradition

MediaPost: Oatly Updates Santa Ritual—With a Twist

VegNews: Food News of the Week

Green Queen: Future Food Quick Bites: Beyond Smash, Santa Love Oatly & Vegfest Vietnam

BM Outdoor: Oatly Challenges Santa with Oat Milk Twist

Resumé: (this one’s in Swedish) Forget cookies and milk - Santa wants Oatly