Inside the Oatly Department of Mind Control with John Schoolcraft - Rewriting the Rules, and Building Oatly Into a Cultural Phenomenon
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Inside the Oatly Department of Mind Control with John Schoolcraft - Rewriting the Rules, and Building Oatly Into a Cultural Phenomenon
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John Schoolcraft helped turn Oatly from a quiet Swedish oat drink into one of the most talked-about brands on the planet. No marketing department. No traditional briefs. No safety nets. Just creativity, rebellion, and a CEO who let the work lead.
In this conversation, John breaks down how he:
• Killed the CMO role and replaced it with makers
• Turned lawsuits into creative fuel
• Used packaging as media when there was no budget
• Made baristas the launch strategy that cracked the US market
• Built a fearless culture that treated creativity as a business engine
It’s a masterclass in brand building from one of the most influential creative leaders alive.
Listen for the story behind the Super Bowl ad, the behind-the-scenes battles with the dairy industry, and why trust inside a company beats process every time.