Photo: Psychology Spot
Every year, I run a diploma course for young people in creative agencies and ask them to answer an exam question regarding what they think is great creative work now and why it is motivating for its audience and effective for the brand. The responses are always an interesting barometer of what the next generation thinks.
This year, five of my students picked Oatly, a brand that has grown fast with a vegan product (oat milk) and a bold ethical stance. And what was the brand building medium all the students selected? Not TV advertising, certainly not digital advertising (which barely gets a mention in all the exam responses), but the packaging – both the appealingly honest and child-like graphics and the bold, long copy statement of brand beliefs.