Oatly Goals To Make Classic Trend And Veganism Cool With ‘Drip Dry Excessive’

Widespread beverage model evokes the nostalgia of basic TV reruns, right down to the fashions’ classic windbreakers.

high school staff in a classroom

Oatly’s marketing campaign spotlights upcycled classic rain jackets / Credit score: Oatly

It’s cool to put on pre-loved gear, eat extra vegetation and care concerning the planet, in line with Oatly’s ‘Drip dry excessive’ marketing campaign.

‘Drip dry excessive’ showcases the choice milk model’s merch: limited-edition classic rain jackets that 10 artists revamped with pro-planet, pro-plant-based designs. The jackets, which is able to turn into out there for buy on September 12, have been created through ReRuns, Oatly’s present program that upcycles classic clothes into one-of-a-kind items. All proceeds of this system go to the Decrease East Facet Women Membership, a not-for-profit that gives plant-based after-school meals and environmental justice training to younger girls and gender-expansive youth of shade in New York Metropolis.

“For every ReRuns limited-edition drop, together with this one, we supply clothes from unbiased sellers, outlets and collectors all over the world that clearly love and have a ardour for classic items,” stated Rinee Shah, artistic director at Oatly. “For this drop, we collaborated with 10 real-life, sustainably-minded artists from Barcelona to Brooklyn to LA to London, who thoughtfully turned every rain jacket right into a singularly distinctive piece able to unfold the phrase about plant-affirmative life.”

Within the marketing campaign, Drip Dry Excessive is a fictional highschool plagued with rain so relentless that the classroom ceilings leak. The soccer group has discovered to play with umbrellas, and rain conspiracy theories occupy the minds of employees. Every character sports activities a pre-loved rain jacket that has been given an clever second life and environmentally aware design. For instance, one jacket says “100% likelihood of local weather change” on the again. It’s additionally fraught with tropes from basic TV reruns, like a grumpy lunch girl and an overzealous soccer coach.

Whereas ReRuns stays fashionable with Oatly’s present fanbase, the model goals to leverage this marketing campaign to broaden its client base whereas inspiring a bigger shift in direction of a extra plant-based meals system for the good thing about the planet. “The purpose of Oatly ReRuns is to push ourselves as an organization, to always enhance the environmental friendliness of all sides of our enterprise and spotlight some very cool and deserving artists,” added Shan. “These pre-loved clothes additionally tout pro-plant-based messages, and we at Oatly imagine a worldwide shift to a extra plant-based meals system is important for the survival of our planet.”

The marketing campaign – produced completely by Oatly’s in-house artistic group – represents a contemporary begin for Oatly. It plans to unveil a sneak peek of the marketing campaign on Oatly’s Instagram earlier than the merch drop on September 12. The model additionally enlisted males’s streetwear model HypeBeast to amplify the marketing campaign throughout its web site and social channels on the day of the drop.

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