Help-Dad is a new campaign and website from Swedish vegan brand Oatly that's focused on helping children convince their dads to quit conventional dairy products. The campaign and resources were compiled based on research that shows that middle-aged men are the least likely to adopt a plant-based lifestyle. The ads are centered around teenage kids shaming their dads into trading cow's milk for a more sustainable plant-based alternative.
As Oatly creative director Michael Lee says, "Help-Dad’ is our way of helping teens help their dad or mum or uncle or anyone else in their life in need of some veggification, to adopt a more plant-based lifestyle." On the site, there's information about veganism and climate change, conversation starters and comforting meatless recipes for beef stroganoff, spaghetti bolognese and chicken tikka masala.
Boomer-Targeted Oat Milk Campaigns
Oatly's 'Help-Dad' Shares Resources for Ditching Dairy
Trend Themes
1. Boomer-targeted Plant-based Campaigns - Vegan brands targeting boomers to adopt plant-based diets through creative ad campaigns and resources.
2. Parent-child-targeted Sustainability Campaigns - Marketing campaigns and resources designed to help teens convince their parents to make sustainable and eco-friendly choices.
3. Shaming Ad Campaigns - Ad campaigns using shaming or guilt to encourage individuals to adopt more sustainable plant-based diets.
Industry Implications
1. Plant-based Food Industry - The growing demand for plant-based food alternatives presents opportunities for businesses to offer targeted messaging and resources aimed at the older generation.
2. Sustainability Consulting Industry - Consulting firms with expertise in sustainability and eco-friendly practices can offer guidance to companies seeking to implement more environmentally-friendly policies.
3. Advertising Industry - Advertising agencies can create impactful campaigns that utilize shaming and guilt to encourage behavior change towards sustainable and eco-friendly lifestyles.