How now, no cow: Supreme Court judgment inspires give-away

The reactions to a Supreme Court judgment can be largely expected so congratulations go to no-cow drink manufacturer Oatly for doing something a little different by using their lost legal fight as a publicity hook.

Exactly a month after Supreme Court judges found Oatly could not use the term ‘post milk generation’ on its products, the oat drink brand drove a ‘post milk generation’ labelled van in front of the Supreme Court, before parking up in Farringdon to give away hoodies, t-shirts, stickers, and tote bags emblazoned with the slogan to passers-by. For those desperate for branded merchandise, a limited number of products will be available via a prize draw for anyone who emails illegalmerch@oatly.com. There’s no such thing as bad publicity maybe applies to judicial decisions too?

Clearly taking the judgment very seriously, Bryan Carroll, general manager at Oatly UK and Ireland, said: ‘We haven’t dared utter the forbidden m-word in our marketing for a while, so it feels like the right time to officially put the post milk generation slogan out to pasture.

‘The response to the Supreme Court ruling from our community has been genuinely brilliant so we wanted to find a way to get the merch into their deserving hands as a thank you. Whether they choose to frame it, wear it or argue about it over dinner, we hope it lives on as limited-edition cultural artefacts in homes and hearts across the UK.’