TKE: Creativity and risk in brand building, with John Schoolcraft, Oatly Beautiful Misfits

John Schoolcraft’s LinkedIn profile lists everything from dishwashing to shop assistant, DJ to Alice Cooper’s security guard among his previous jobs.
But there’s one that he will forever be synonymous with: global chief creative officer at Oatly. Along with CEO Toni Petersson, John has transformed the unknown Swedish alt-milk brand into a global superstar with sales of $421 million in 2020.

At the core of this challenger brand however are three values Oatly remains razor-focused on: nutritional health, sustainability and transparency. But how, in a world so packed with products and messaging, did John create the kind of global impact that Oatly has achieved? And now that it’s got so huge, how
does Oatly protect itself from accusations of selling out? Can big really be kind? Mary finds out.
Mary's new book, Rebuild: how to thrive in the new Kindness Economy is available to buy now.
To get in touch with team Portas, email us at: kindnesseconomy@portasagency.com
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