OATLY ALL POINTS EAST
CAFFEINE AND ICE CREAM, UNMISTAKABLY OATLY
The Brief in Brief
A plant-powered pitstop that stole the show and topped the rankings at one of London’s biggest festivals. Oatly needed an experience that went beyond samples - something memorable, brand-aligned, and festival-ready. As their production partner, we were tasked with bringing to life an activation that championed trial, embodied Oatly’s tone of voice, and made a splash in a competitive festival space.
What We Did
We delivered a festival-first Oatly build: a high-visibility, high-energy coffee and soft-serve bar, staffed by a team chosen for their warmth, energy, and ability to live and breathe the brand. We brought coffee and oat-based treats to thousands of attendees across the event, while keeping everything slick, sustainable, and full of personality.
Why It Worked
Oatly’s stand was the highest-rated activation at All Points East 2024, with a 91% rating across all partners. Unprompted brand recall hit 33% overall, climbing to 38% among 18–34s. Most importantly, 57% of people who engaged said they’d now use or purchase Oatly more than before.
