# Puppet-Starring Oat Milk Campaigns Oatley Launches 'The New Norm & Al Show' Mini-Series By Niko Pajkovic | Published 2022-01-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/new-norm-al-show References: [campaignlive](https://www.campaignlive.co.uk/article/oatly-launches-plant-based-puppet-mini-series/1737556) & [oatly](https://www.oatly.com/)  [Oatley](https://www.trendhunter.com/trends/oatly-bio-barista), an oat milk brand that has recently exploded in popularity, has launched an innovative new ad campaign featuring talking puppets dubbed, 'The New Norm & Al Show.' According to the brand, the campaign, which features a five-part mini-series, was designed purposefully to *not* resemble a traditional ad spot. Created by the brand's in-house agency, [Oatly Department of Mind Control](https://www.trendhunter.com/trends/oatly-8), the newly launched campaign begins with a five-minute video called "Norm's old pal [Milk](https://www.trendhunter.com/trends/burger-king-and-oatly)". The video tells the story of how Norm and Al met -- the two milk-based puppets that star in the mini-series. Each episode looks to encourage viewers to try a plant-based diet. "We wanted to push the message across that, now more than ever, it's easier to go plant-based, and to make that even easier to digest, why not have puppets deliver that message, because who doesn't love puppets?" said Michael Lee, creative director at Oatley. Image Credit: Oatly ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 54% | Activity: 93% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Puppet-marketing:** Explore new and unique methods of marketing, such as puppetry, to engage with audiences. - **Plant-based Diets:** Promote plant-based diets as a trend in advertising and marketing campaigns. - **Branded Mini-series:** Create branded mini-series for advertising campaigns with a unique and engaging storyline. ### Where This Applies - **Food and Beverage:** Brands within the food and beverage industry can explore unique methods to promote plant-based diets and use storytelling in advertising campaigns. - **Marketing and Advertising:** Marketing agencies can take inspiration from the use of puppetry and branded mini-series in advertising to create unique campaigns that grab and keep the audiences' attention. - **Entertainment:** The entertainment industry may find success in collaborating with brands to create mini-series that use unique storytelling methods to promote specific products or messages. ## Related on Trend Hunter - [Puppet-Themed Alt Milk Campaigns](https://www.trendhunter.com/trends/cereal-and-almond-milk.md) - [Meat-Free Deli Product Commercials](https://www.trendhunter.com/trends/meatfree-campaign.md) - [Oat-Based Creamer Rebrands](https://www.trendhunter.com/trends/oatly-8.md) - [Macho Plant-Based Drink Campaigns](https://www.trendhunter.com/trends/oatly-and-ef-pro-cycling.md) - [Musical Milk Substitute Ads](https://www.trendhunter.com/trends/silk-ad.md) - [Oat Milk Fountains](https://www.trendhunter.com/trends/designed-for-humans.md) - [Next-Generation Plant-Based Milk Campaigns](https://www.trendhunter.com/trends/silk-nextmilk-campaign.md) - [Provocative AR Campaigns](https://www.trendhunter.com/trends/not-so-happy-animals.md) - [Comical Lawsuit-Inspired Campaigns](https://www.trendhunter.com/trends/glebe-farms-oatly-lawsuit.md)