Oatly went 9 years without a marketing team. Stupid — or wicked smart?


How do you set yourself apart from other brands? How do you sell people on a product they’re not used to? And how do you do all that without a marketing department?

John Schoolcraft, Global Chief Creative Director at Oatly, has an answer. In 2012, together with CEO Toni Petersson, John began to turn a 30-year-old maker of oat drinks into a global movement focused on the development of a more sustainable lifestyle.