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Bringing oat drink to Ireland

Screenshot 2024 04 04 at 14 57 54

2022 - present

Brief: help Oatly, the world's original and largest oat drink company, succeed in Ireland.

Oatly is the world’s original and largest oat drink company and Clearbox has been working with the brand since 2022.

Oatly, which is available in over 20 markets worldwide, appointed Clearbox to manage the brand’s entry into the Irish market at the beginning of 2023. We've continued to work with the brilliant brand ever since.

To launch the brand in Ireland, we worked with the Oatly team to create a communications campaign that covered consumer media, trade media, consumers and social media users.

Our tactics included placing an interview with Oatly’s UK General Manager with the farming team at the Irish Independent, creating a vast social influencer engagement programme through video content and gifting, and creating and promoting research into Ireland’s attitudes towards plant-based products.

Our campaign scored national press coverage, oodles of trade coverage, hundreds of thousands of social media views and, most importantly, supported a successful launch for the brand in Ireland.

In 2023 and into 2024, we brought to Ireland through a wide range of press, influencer and event activities. The campaign, designed to showcase all the worst things about an oat drink company so we can all appreciate the best, culminated in a comedy gig in Dublin, where we brought comedians and influencers together to 'roast' the client. Feckin' great fun, with more to come throughout 2024!

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