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“NOT a BRAND but a VOICE” the Advertising and Activism of Oatly in Germany

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“NOT a BRAND but a VOICE” the Advertising and Activism of Oatly in Germany “NOT A BRAND BUT A VOICE” The Advertising and Activism of Oatly in Germany 2nd year Master’s Thesis Submitted by: Luisa E. Falkenstein Malmö University K3 – School of Arts and Communication Media and Communication Studies: Culture, Collaborative Media and the Creative Industries (Master of Arts) Supervisor: Temi Odumosu Examiner: Michael Krona Date of examination: October 30th, 2020 ABSTRACT When describing the company’s ethos and brand, the creative director of Swedish oat drink pro- ducer Oatly, John Schoolcraft, routinely declares the company’s intention to be not a brand, but a voice. As popular activist causes become utilized by companies and commodified for advertising use, identifying the ways in which communication is used to create meaning becomes a relevant skill. This thesis takes Schoolcraft’s statement as a basis of inquiry into the ways in which a company can present itself through language. Through a multimodal discourse analysis of three different semiotic materials produced by Oatly in Germany; the text of a 2019 petition, two 2019 advertising posters and a selection of product packaging collected during the summer of 2020, the thesis seeks to identify the relevant discourses evoked by Oatly, the ways in which Oatly is represented within those discourses and the way in which Oatly’s semiotic resources might serve to create a myth of Oatly, the voice, not the brand. The relevant discourses represented in the texts were sustainability, food consumption and pro- duction, government power and the empowerment of consumers. In these discourses Oatly positioned themselves (as well as the reader) as an agent of change, trying to affect progress. The discourses were often found to be connected to Oatly as a brand, but somewhat removed from Oatly’s products. A potential myth of Oatly as a leader in a political effort, might be substantiated within a small sphere of influence amongst consumers. As the research design relies largely on the author’s own interpretations of the material, none of the inferences from the analysis may be considered absolute or objectively true. Keywords: Advertising, Commodity Activism, Social Semiotics, Multimodal Discourse Analysis, Oatly. Word Count: 12.900 Grade Received: C ACKNOWLEDGEMENTS Writing this thesis has been a struggle. Between the self-inflicted stress of wanting to deliver a worthy final piece of writing for my degree and the troubles and turbulations of a global pandemic, I honestly did not think I would succeed in finishing it. I am grateful to my thesis supervisor, Temi Odumoso, for her kind and patient support during the early stages of developing this thesis. None of this would have been possible without the loving support of my family, especially my parents, who are the greatest. Also the greatest is my little sister Sarah, who always encouraged me and who made this thesis possible by venturing out into Berlin’s supermarkets during the height of Covid restrictions to procure Oatly packaging materials for my research. I am also immensely grateful to all of my friends for their support, especially... ...Felicia, for giving me a reason to occasionally leave the house and socialize. ...Julia, for not letting me quit. ...Hanna and Jasmin, for enduring my occasional whining and being so understanding of my slack- ing on household chores. I owe all of you at least one oatmilk-cappuccino! TABLE OF CONTENTS 1. INTRODUCTION............................................................................................................................ 1 2. BACKGROUND: THE STORY OF OATLY........................................................................................ 3 2.1. Humble Swedish Beginnings ..................................................................................................................... 3 2.2. “A Voice not a Brand” ............................................................................................................................... 4 2.3. The aftermath of the 2019 Petition .......................................................................................................... 6 3. THEORETICAL CONCEPTS ........................................................................................................... 6 3.1. Discourse ...................................................................................................................................................... 6 3.2. Social Semiotics ........................................................................................................................................... 7 3.3. Myths ............................................................................................................................................................. 8 4. PREVIOUS RESEARCH ................................................................................................................... 9 4.1. Strategies of Activism .............................................................................................................................. 10 4.2. Discourses of Advertising ....................................................................................................................... 11 4.3. Marketing and Commodification of Social Issues .............................................................................. 12 4.4. The Case of Oatly .................................................................................................................................... 13 5. REVISITING MY RESEARCH QUESTION .................................................................................... 14 6. RESEARCH DESIGN .................................................................................................................... 15 6.1. Multimodal Discourse Analysis ............................................................................................................. 16 6.2. Sampling and Material ............................................................................................................................. 17 6.3. Realization of Research Design ............................................................................................................. 18 6.4. Ethical Considerations ............................................................................................................................ 18 6.5. Limitations................................................................................................................................................. 19 7. RESULTS & DISCUSSION............................................................................................................. 19 7.1. Oatly’s German Product Packaging ...................................................................................................... 19 7.2. The Petition Posters ................................................................................................................................ 24 7.3. The Petition Text ..................................................................................................................................... 26 7.4. Oatly as a Voice – Oatly as a Brand ...................................................................................................... 27 8. CONCLUSION & OUTLOOK ........................................................................................................ 29 9. REFERENCES .............................................................................................................................. 31 APPENDIX ............................................................................................................................................ 34 TABLE OF FIGURES Figure 1 Petition poster photographed at Torstraße, Berlin ................................................................... 1 Figure 2 The concept of the myth according to Barthes (1972, p. 113) ............................................... 9 Figure 3 Packaging Detail: Logo ................................................................................................................ 20 Figure 4 Front of Packaging: Hafer Cusisine Bio and Hafer Bio ........................................................ 21 Figure 5 Packaging Side: Hey Food Industry! ......................................................................................... 21 Figure 6 Packaging detail: CO2 footprint ................................................................................................ 22 Figure 7 Packaging Inside: The Oat Horoscope ..................................................................................... 22 Figure 8 Packaging Side: Pointed Finger of Morality ............................................................................. 23 Figure 9 Trio of Petition Posters at Alexanderplatz train station, Berlin ........................................... 25 1. INTRODUCTION A current trend in advertising is corporations weighing in on current political struggles. Pride pa- rades, once a celebration of marginalized communities sticking it to the man, are now sponsored by the man, with anyone from tech giants to fast food franchises trying to prove their inclusivity, during Pride month. Colin Kaepernick, blacklisted from the NFL for kneeling during the national anthem to peacefully protest police brutality towards the Black community in the US, has become the face of a Nike campaign. Sustainability, fairness, inclusivity, and empowerment have become buzzwords for corporations trying to show to young and politically interested
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