Extremely excited to be collaborating with Oatly on today’s One Minute Brief. Oatly’s approach to their recent advertising campaigns is a great fit with OMB and we can’t wait to see what the OMBLES come up for this! Enter as many times as you wish and have fun with it!
One Minute Brief of the Day:
Highlight the absurdity of Amendment 171 by creating posters featuring totally nonsensical packaging designs for @OatlyUK products, without using any similarities, or even inference to dairy. #StopPlantBasedCensorship #StopAM171
About today’s campaign:
EU Amendment 171 would dramatically expand current restrictions that exist around plant-based products, like saying ‘oat milk’ for example, and prohibit any use of ‘evocations’ of dairy products.
This means that describing a delicious oat drink as ‘creamy’ or Oatgurt as ‘an alternative to yoghurt’ would be banned. Using a picture pouring oat drink into your morning cereal or coffee? Banned.
It could even mean that packaging plant-based products in a visually similar way to dairy would be prohibited.
Sounds ridiculous? Well, we think so too. We’d struggle to say or do pretty much anything. We wouldn’t even be able to say Oatly is ‘not milk’, when it’s, well, not milk. And if it’s hard for us to describe and show our products, it’s going to be much harder for people to find and choose them.
That’s where the OMBLES come in.
How would you create posters and design packaging for Oatly products, without using any ‘evocation’ to dairy? If you need to google ‘evocate’ we won’t blame you, we had to too. If this is all sounds totally bonkers to you too, please sign sign the petition to help #StopAM171 and #StopPlantBasedCensorship.
AM171 is absurd, so please make your packaging designs as absurd as you’d like!
Tweet your submissions to @OneMinuteBriefs & @OatlyUK with the hashtags #StopPlantBasedCensorship, #StopAM171 & link to stopam171.com
Prizes:
1st Place - £300 cash and a month’s supply of Oatly goodies
2nd place - £200 cash and hamper of Oatly goodies
3rd pace - £100 cash and hamper of Oatly goodies
About Amendment 171:
Stop AM171 is a European-wide campaign currently running from Oatly, in partnership with ProVeg International and Upfield, to stop plant-based censorship.
On October 23rd 2020, the European Parliament voted yes to Amendment 171. The European plant-based-dairy sector is already prohibited from using terms like ‘oat milk’ and ‘soya yoghurt’. However, not content with this, AM171 would dramatically expand those restrictions by prohibiting any use of ‘evocations’ of dairy products on plant-based packaging or in advertising.
In reality this could mean;
Describing a plant-based food, its taste, or function by referring to familiar ‘dairy’ terminology . For example, using wordings such as ‘it’s like milk’, ‘creamy’, or ‘buttery’ to inform the consumer about the purpose, texture, or flavour, either on packaging or advertising. This includes informative descriptions, even if they are purely factual. For instance, using the phrases “does not contain milk”, “suitable for persons suffering from lactose intolerance”, or “plant-based alternative to yoghurt”.
Showing climate impact by comparing the carbon footprint of a plant-based food item with its dairy equivalent.
Using a picture of a plant-based white beverage being poured at a breakfast table, or white foam swirling into a cappuccino.
In its most restrictive interpretation, this could result in bans on plant-based food packaging that looks visually similar to dairy packaging.
For more information, and to sign the petition, go to: https://stopam171.com/
Do’s:
Be absurd and ridiculous. The amendment is, so you should be too!
Encourage people to sign the petition (as well as raising a smile or a laugh)
Include the campaign hashtags #StopPlantBasedCensorship #StopAM171 in your response
Take inspiration from Oatly’s social posts about 171;
Dont’s:
Focus on this being anti-UK government
Attack politicians, politics or farmers - focus on highlighting the absurdity of AM171, which is supported by the milk lobby, and directing people to the petition
Winning Criteria
The best posters will capture the ridiculousness that not being able to use familiar dairy terms, comparisons or even similar packaging, would mean for Oatly and other plant-based companies. It would do so in a way that drives people to want to sign and share the petition to Stop AM171.
Social Links:
Instagram: https://www.instagram.com/oatly/
Twitter: https://twitter.com/OatlyUK
YouTube: https://www.youtube.com/channel/UCz3aOYkyqovmsCiG78Xbhow
Facebook: https://www.facebook.com/OatlyUK/
Check out this article from Oatly, which features some of the examples pictured below.
