'It's nonpareil': How Swedish oat-milk brand Oatly became the undisputed king of a burgeoning $29 million market through its quirky, grassroots approach to marketing

Oatly has focused on grassroots and word-of-mouth marketing that uses quirky, irreverent messaging.

"Oatly has the wind in their sales," said Erich Joachimsthaler, founder and CEO at branding firm Vivaldi Group."It's a combination of excellent timing, knowing how to tap a discerning target market, a niche marketing strategy, and being razor-focused."Oatly's rise has come despite doing no traditional marketing. The 50-person company has a small marketing budget and no CMO. A small creative team works on everything from package design and product.

"We don't follow the traditional playbook, we don't even have a traditional marketing department," said John Schoolcraft, Oatly US's creative director."Our secret sauce is that we're inconsistently consistent."

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