After reklambråket by Oatly – slight increase in earnings for the Early

In August, launched in the Early an old-school campaign, with the words, ”just milk, tastes like milk, which mjölkjätten driver with mjölksubstitut known as the ”pjölk” and ”trölk”. A few weeks ago, had the Oatly applied to the branding of the words – which is Being challenged.

Oatly said, urging the consumer to ' rinse the milk” of an advertising campaign by the frontades with actor Kjell Bergqvist.

It was in a few high-profile tours last year with the fight between the havredrycksproducenten and mejerijätten.

Arla Foods ' operating profit was eur 406 million in 2019, which is 2 million more than the year before. The sales has increased from 10.4, to 10.5 billion euros, and net income per kilogram of milk increased from 0:364 0:366 million.

In Sweden, the land, the turnover of 14.3 billion, compared to eur 14 billion in 2018. The company does not report a profit in the individual countries.

and Arla's sweden manager Patrick Hanson does not believe that the fight with the Oatly have influenced the results. He finds that the milk has been reduced in the last 30 years, however, there are different products in the fresh conventional milk is dropping, while the lactose-free as it grows.

According to Patrick Smythe's milk is only one of a number of segments in Arla's supply. The group is now focusing on defending its market shares and to gain ostsegmentet to grow the business.

" We are focusing a lot on the cheese and the preparation of food, this might be one of the most rapidly growing segments – matlagningsost, salladsost, shredded cheese, diced cheese, grillost.

the department of business administration at the university of Stockholm, states that what is Oatly, who served in the reklambråket because it doesn't have the same advertising budget as Early.

" They'd never have been able to reach out in a traditional way, but with advertising campaigns such as ”flush with milk”, has become a star.

He is a hard question to answer, if we're going to see more and more campaigns are directed towards each other in the future, if it happens, it is likely to be Oatly, which begins, " he says. , Tony Apéria, at the department of business administration at Stockholm university, believes that Oatly is looking for a new opportunity to reach out to. Photo credit: Sarah Apéria

" But it is, perhaps, the most required, of Oatly, in the beginning, when they are required to bring their message across. I think they are looking for a new opportunity to reach out to, "he says, and continues:

" Being able to not react in the same way as it is able to strike back. Dairy products and cows are more harmful to the climate, it's hard to fight back from that position by saying that oats are not healthy or good for the environment.

Oatlys the results are not yet clear.

the War on milk – who wins the battle?

Being criticised for misleading the ostreklam.