We wanted to make a brand campaign that doesn’t talk about our products and instead talks about our new newsletter, SPAM, that also doesn’t talk about our products. And we didn’t want to talk about our newsletter in a newslettery way as it’s not really a letter or news and we decided to call it SPAM because that’s what everyone thinks of newsletters which then presented a creative opportunity to execute the brand campaign about the newsletter in the most analogue of SPAM ways possible or at least that we could think of.
Read all the newsletters at oatly.com/spam