Oat milk meets Mexico City: Oatly’s troubling (but successful) Mexican marketing campaign

Oat milk meets Mexico City: Oatly’s troubling (but successful) Mexican marketing campaign

The billboard appeared overnight on the side of a building next to my apartment in Mexico City’s Condesa neighborhood, its English text standing out against the morning sky: an Oatly advertisement. In English. In a country where nearly 95% of the population speaks Spanish. As I passed by, I observed how the Swedish oat milk brand’s latest activation settled into the visual landscape of my neighborhood, with its quirky messaging that had made the…