Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Oatly used the messenger effect to become the world's most successful milk alternative
May 22, 2025
Discover how Oatly used behavioral science to thrive in the plant-based market with innovative strategies. The ‘barista edition’ catered to coffee enthusiasts, boosting their popularity. Explore the impact of the messenger effect, where relatable endorsements heightened brand credibility. The discussion dives into shared identities driving consumer behavior and the importance of selecting credible opinion leaders. Cap off with a light, humorous chat about favorite caffeinated drinks, blending personal anecdotes and cultural insights.
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Oatly's Barista Edition Success
- Oatly launched a Barista Edition milk with 3% milk fat for better frothing and a neutral taste for bars and cafes.
- This tailored product approach led to 38% of Oatly's 2024 revenue coming from food service channels.
Power of the Messenger Effect
- The messenger effect means who delivers a message is often as important as the message itself.
- Identical arguments have three and a half times more persuasive power when presented by credible sources versus low-credibility ones.
Choose Messengers Wisely
- Choose messengers who are credible, neutral, or relatable to boost persuasion.
- Target at least one trait for a messenger to maximize influence on your audience.