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"Fire the marketing company" — Oatly's Michael Lee on their in-house creative agency

How Oatly changed their brand seemingly overnight

A world-famous name, an instantly recognisable tone and a reputation for irreverent cool: is it any surprise that pretty much every brand looks enviously at Oatly? Here, Creative Director Michael Lee tells us just how the company became the one to watch. Lee says that the brand was originally run exclusively by scientists and engineers, before CEO Tony Peterson and CCO John Schoolcraft began the brand's transition by firing the marketing team — and bewildered customers and staff alike at the relaunch. "You just don't change from one brand design to a completely different one overnight," Lee recalls people saying. "But yeah, we just did."

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