Behavioral Science For Brands: Leveraging behavioral science in brand marketing. cover image

How Oatly used the messenger effect to become the world's most successful milk alternative

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

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The Power of the Messenger in Marketing

This chapter explores the critical role of behavioral science in Oatly's marketing success, highlighting the importance of the messenger effect in shaping consumer perceptions. It discusses how third-party endorsements, particularly those from credible and relatable figures, can enhance brand credibility and influence sales. The chapter further illustrates practical applications of these concepts, emphasizing authenticity and neutrality in communication to improve marketing effectiveness.

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