Oatly Is at It Again, and They've Made Café Raves a Marketing Channel
More small communities mean more reach over a period of time.
Before we start, let me explain what Bar Ista is, because there's not a lot of content about it out there. It's a community and experience created by Oatly, where they partner with spaces and cafés to bring together DJs, baristas and sometimes mixologists to give their community a great experience. The page screams, "We saw the movement and we're doing something about it." Oatly realized this is a market they can capture, and it's bloody genius what they've done. Here's what you can learn from it.
More Small Communities
Rather than pushing bland content to the masses, they've found their niche. Most people who go to coffee shops for raves aren't your run-of-the-mill alcoholics who don't care about their wellness. They are a key audience for Oatly. This is what makes Bar Ista great: they get to subtly plug in their brand where they know their audience will be, and instead of finding the placement, THEY'VE CREATED IT.
They've got their ambassadors and their new customers all in one place. It's "cool" to go to a Bar Ista event and Oatly is present there. In essence, it's "cool" to drink Oatly.
Don't Shove Your Brand in People's Faces
Stop treating your logo like it's an unsolicited dick pick. It doesn't have to be everywhere. Sometimes, building the experience that the brand provides is more than enough for the logo to be recognized in the corner of the space.
Storytelling
We know this is the marketing buzzword of the 2020s, but Bar Ista has actually spent time building a social show around their baristas. What this also does is make the possibilities endless. They can keep partnering with different cafés all over the US and keep the series going.
They're still pretty early (relatively, I mean, because they started out last year) with their posts, so take a look and see how well their social media marketing is actually working out for them.
