Oatly’s tone of voice

This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.

What is Oatly’s tone of voice?

Oatly adopts a casual and funny tone that's irreverent and enthusiastic. Its copy is consistently attention-grabbing and funny, capturing a rebellious and passionate vibe.

Oatly’s tone of voice matches the Lighthearted Maverick (CFIE), which is:

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How does Oatly describe its tone of voice?

Oatly’s tone of voice is mentioned in its brand book here.

It describes Oatly’s tone of voice as:

  • Humorous

  • Conversational

  • Intellectual

This broadly matches my own assessment, where Casual is conversational, Funny is humorous, and Intellectual is irreverent.

Oatly’s tone of voice in practice

I examined https://careers.oatly.com/ on 25/09/2023.

Oatly’s tone of voice on its careers page is casual, funny, irreverent and enthusiastic. The copy’s written to make Oatly appear as a game-changing and energetic company that’s deeply committed to sustainability and inclusivity.

Here are some specific examples of Oatly’s tone of voice on its careers page:

  • “! ENTERING THIS SITE MAY LEAD TO A POSSIBLE CAREER WITH OATLY !”

  • “Planting oat drink will not result in more oat drink.”

  • “We believe we should grow stuff to eat instead of growing stuff to feed animals that we then eat.”

Oatly’s provocative tone of voice seems like it was written to attract potential employees who aren’t just looking for a job but for a cause to contribute to.

The evolution of Oatly’s tone of voice

Oatly started out as a Swedish oat milk brand focused on health benefits, like lowering cholesterol. Back then (pre-2012), its tone was purely functional, focusing on the health benefits of its oat milk as opposed to other dairy alternatives like soya. It didn’t really challenge the broader dairy market and mostly kept itself confined to a small niche. Oatly’s voice was muted, and it seemed reluctant to overtly challenge the broader dairy industry.

Waking up the brand

Things changed in 2012 when Toni Petersen became CEO and John Schoolcraft joined as Creative Director. Together, they gave Oatly a bold new strategy that aimed to take the brand beyond just dairy alternatives. They redefined the market to include all milk-type beverages, dairy and non-dairy.

As their vision expanded, so did Oatly’s tone of voice. The company started positioning itself as an ‘activist brand,’ challenging the dairy industry head-on. The tone became bolder and more irreverent, embracing the role of a true challenger brand.

The power of humour and playfulness

Humour and playfulness became central to Oatly’s identity, helping it forge a connection with its customers. Slogans like “Wow, no cow!” and cheeky packaging designs signalled a playful, quirky tone of voice.

The brand’s lighthearted and cheeky communication style was vastly different from other milk-alternative brands. Oatly didn’t shy away from controversy either. When the Swedish dairy lobby went after them, Oatly turned it into an opportunity for more cheeky branding and publicity!

A lifestyle brand with swagger

Oatly’s brand is now more than just oat milk - it’s a lifestyle. Customers aren’t just buying a carton of oat milk - they’re joining a movement.

The tone has evolved into that of a confident trailblazer, but Oatly has kept its humour intact. Whether they’re talking about sustainability or taking a dig at traditional dairy, Oatly does it with a wink and a smile. This casual and confident tone helps appeal to people who care about the planet, not just those looking for a dairy alternative for health reasons.

The tone of endless possibilities

Oatly’s current tone is that of a brand with swagger, one that knows it’s here to stay and is up for some fun while changing the world.

I’ve categorised its tone of voice as Casual, Funny, Irreverent and Enthusiastic. Oatly would describe it as humorous, conversational and intellectual.

In a world where most brands play it safe, Oatly’s tone is distinctive and instantly recognisable - whether it’s on packaging, social media or even investment investor updates.

Today, Oatly doesn’t just offer oat milk. It offers a new way of living, inviting everyone to join in the fun and be part of a greater cause.

Companies with a similar tone of voice

Oatly’s communication style is most similar to the Lighthearted Maverick (CFIE). Companies with a similar tone of voice include:

  • Cards Against Humanity

  • Chubbies Shorts

  • Denny’s

  • Poo-Pourri

A picture of Oli West, the founder of CopyStyleGuide.com standing in front of camping tents on Kilimanjaro.

Hi, I’m Oli West

For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.

A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.

Read the full story.

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