I love Oatly's 'whatever' tone of voice. It represents true confidence. It says: "Fine, don't drink Oatley. Your choice. It's not like we need you." They invite me in to a shared joke.

"'It’s like milk, but made for humans' is the kind of brand promise that, no doubt, Oatly’s competitors wish they’d thought of. But it’s in Oatly’s style, not theirs – human, conversational, bold and relatable. Oatly has mastered the art of making friends with its customers. Now it is bringing its slogan in campaign form to New Zealand

"The brand knows what it owns with that slogan. And it has fought very hard to keep it. The slogan launched in a campaign in Sweden in 2015 and Oatly was sued by the country’s dairy industry, which argued that Oatly’s marketing activity disparaged cow’s milk as unhealthy. It tried to file an application to register the slogan at the European Union Intellectual Property Office (the EUIPO) in March 2019 and was turned down. Oatly didn’t give up. It was a long hard-fought battle but, eventually, Oatly won – in March 2021."

Article: Oatly Unleashes its Gloriously Notorious Slogan on New Zealanders