UK – Alternative milk brand Oatly has enlisted the younger generation to promote plant-based lifestyles to men aged 44–75.
The Help-Dad campaign includes a series of comedic adverts that flip the parent-child dynamic. Oatly’s marketing videos follow children and teenagers reprimanding their fathers after catching them partaking in ‘scary levels of dairy drinking’. Alongside this, the brand’s microsite covers dairy statistics and rebuttals for any arguments put forward by sceptical fathers, as well as offering plant-based recipe alternatives for typical Dad Meals.
‘Our research reveals that middle-aged men in the UK are the least likely to give up their meat and dairy,’ explains Michael Lee, Oatly’s creative director. ‘Help-Dad is our way of helping teens help their dad or mum or uncle or anyone else in their life in need of some veggification, to adopt a more plant-based lifestyle.’
The Oatly campaign aims to change the way older men are drinking. In a similar vein, our Mid-Life Drinkers Market explores how alcoholic drinks brands are catering for this demographic in more creative ways.
