I would consider this more of a brand campaign from Oatly.
But I think it could inspire some cool ideas around how to reinforce your positioning in the market.
It’s clear that Oatly understands who loves and buys their products.
So they don’t care that this campaign will anger a bunch of people
Their core segment will love it.
I’ve seen a few websites take a much lighter approach with a section like:
“Don’t buy our product if…”
Most companies are afraid to turn away potential revenue but the ones with strong positioning lean into it.