Welcome to my PRA Comprehensive ExaM! The campaign brand we will be following is Oatly and we will be developing campaign elements for the ~FICTIONAL~ launch of their new dairy-free cheeses.

A few brand research observations…

• The primary target audience of Oatly are Gen-Z and Millennials between the ages of 20-30-years old.
• The brand’s tone of voice is direct, casual and fun but with an understanding that their audience is well informed.
  • The brand loves to “break the fourth wall” with marketing, often opting for humorous, Instagrammable advertisements vs. traditional.