[ad_1]
With Super Bowl airtime of around $ 5.5 million for 30 seconds, that’s a big bet for Oatly. But production costs in 2014 were minimal.
“It only costs a fraction of the catering budget for almost every other Super Bowl location,” Schoolcraft explains.
The spot, directed by Torbjörn Martin, only took one or two takes and was part of a series of commercials shot over a few days in Sweden during the summer, Schoolcraft recalls.
“You can look at it and say ‘this could be the dumbest use of advertising space on the Super Bowl,’ he says.
But the spot fits Oatly’s message perfectly. And if a fraction of the millions of people who watch the game notice it and look for the product, it will have done its job.
“The best approach is to just broadcast something that feels real and then let them judge,” Schoolcraft says.
Oatly has been in the United States since late 2016, but it took a while to ramp up production to meet growing demand. Now he’s ready to make some more noise.
“It’s just the right time for us to make a bigger statement to the whole national audience,” he says.
The spot, with its “wow no cow” message, aired on prime-time Swedish television and the Swedish dairy lobby quickly sued Oatly. So now, although the spot may not be shown in Sweden, it is making its American television debut seven years later. Versions have appeared on YouTube for years outside of Sweden, but were not part of a major advertising campaign in the United States. Until now.
[ad_2]
Source link