As we’ve come to expect from Oatly, the brief was to truly stand out. This time, the challenge was to launch their newest product in a playful and unexpected way: Oatly Soft Serve Ice. In the world’s oat-milk capital, we built a pop-up store in the heart of Amsterdam’s Jordaan, inside a listed UNESCO World Heritage canal house.
From top to bottom, the entire building was transformed into a visual spectacle, resulting in over 1 million in organic media reach. What we didn’t anticipate? Lines, lines, and even more lines. In the end, more than 50,000 soft serveswere sold in every flavor imaginable, and of course, all completely oat-based.
