By Natalie Mortimer

Oatly, the oat drink alternative to cow’s milk, has launched a YouTube channel featuring a series of films starring chief executive Toni Petersson.

The Toni TV channel depicts the life of Petersson as he attempts to explain why people should try Oatly’s products.

The series, created by ad agency Forsman & Bodenfors, currently comprises more than 20 episodes, including one where Petersson sings a light-hearted song about oats.

The idea behind the channel is to show consumers the person heading up the brand and position Oatly as a lifestyle brand that is both nutritional and environmentally friendly.

The films, which will be seeded Europe-wide, Read full story ›

Source: The Drum