The challenge was to make Oatly stand out and feel more desirable, without relying on typical “sexy” advertising clichés. The campaign transforms a common pantry item like oat milk into something emotional, playful, and unexpectedly bold. “Milk It.” became the rallying cry. Whether you’re sipping coffee or going through a breakup, the message was simple: milk every moment. The campaign used witty headlines, stylized illustrations, and situational humor to make Oatly oat milk feel like a lifestyle essential. A minimal, retro-modern design system unified the campaign across platforms.