Eat this to prolong your life. Don’t eat that to save the planet. Food for fitness. Food for power. Food for brain…it’s all very serious.
…and then there’s oat milk, which is building a fun personality due largely to the efforts of two brands in the category, Oatly, and new entry, Oatside.
The Secret Little Agency (TSLA) is responsible for the mad manner of Oatside, a new oat-milk brand based in Singapore and made using Australian oats. The launch campaign borrows from Monty Python’s classic piece of silliness, Always Look on the Bright Side of Life, both in its hero commercial and its slogan, Always look on the Oatside of life. The campaign encourages people to step over to the other side, plant-based milks in OOH, social, shopper marketing and on-ground experiences as well as TV:
It will interesting to see if the agency gets away with its very clever way of associating Oatside’s drink with milk. m*lk is walking on the edge, one would think.
