Oatly, one of the pioneers in the plant-based diet trend, sought to offer Chinese consumers an alternative to some of their eating habits. Tall order. As a culture rooted in millennia, some traditions are challenging to part with to say the least.

In keeping the same tone-of-voice Oatly is known for around the world among its many followers (playfulness, disruptive, catchy), the design and messaging had to be consistent in order to resonate with local customers.

A tag line in Chinese was conceived, and campaign materials encouraged to try Oatly as a substitute in their every day lives: during breakfast, at the gym, etc.