Oatly is a successful brand and their marketing is clever, but that doesn't mean they are "The New Coke".<p>Oatly has never pretended sugar is good for you, it's listed on the box, we all see it. And I don't think they should be put on blast for their use of canola oil of all things..and by the way nobody is drinking it because of the health benefits of that.<p>The most effective thing they did from a marketing standpoint was an anti-dairy campaign. Their biggest achievement is making people go "Yea... cow's milk is kinda weird, why wouldn't I drink an alternative that tastes just like it".<p>Coke, cigarettes, sugar campaigns -- They sold you on this idea that life can be more amazing if you just use this product.<p>Oatly did something different. They said "Hey your life can be about the same as it is now, enjoying dope milk, but without drinking cow's milk like a weirdo". And it worked.