Brendan Lewis emphasizes the importance of placing creatives at the forefront of Oatly's marketing, which deviates from traditional tactics and fosters transparency.
Oatly's strategy involves openly addressing lawsuits, such as posting their disputes online, demonstrating a bold approach to handling criticism and negative press.
Lewis describes FckOatly.com as a humorous outlet for their bad press, showcasing Oatly's willingness to embrace criticism and use it as a marketing tool.
The decision to fire the entire marketing department allowed the creatives to integrate into every part of the business, promoting an innovative and free-spirited marketing strategy.
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