Everything about Oatly defies convention. Although oat milk is no longer outside “normal”, its advertising style still often is. And this year, it is asking the US to defy Christmas conventions by replacing Santa’s milk and cookie gift with oat milk and Croquembouche (which looks a bit like a Christmas tree).

The campaign leads with a 60-second video running on social media and in cinemas – a very funny taste test featuring 31 professional Santas (All but one Santa chose Oatly’s alternative.)

The commercial then notes, “The data is undeniable, 96.774% of Santas prefer oatmilk & croquembouche.”

In social and streaming, 15-second videos replace archival footage and audio of milk and cookies with references to Oatly, oatmilk and croquembouche. The full campaign also includes wild postings and digital OOH in New York, Los Angeles and Chicago – including a twist on the US classic Yule log video).

The campaign fits into Oatly’s Update Milk platform that launched last year, editing archival footage by replace milk with Oatly, and the brand has added two more quick videos to the original idea: