August 9, 2024 • 19 mins
We fight back against the powers of “big podcasting” by pouring out our thoughts about Oatly’s guerrilla marketing maneuver to protest the misleading mind control of big dairy.
Get show notes for this episode and check out past episodes of the Speaking Human podcast by visiting speakinghuman.com.
#Podcast #SpeakingHuman #VO #Branding #Marketing #Advertising #Business #BigDairy #Brands #Ads #simplify #popculture #Oatly #Milk #Dairy
Get show notes for this episode and check out past episodes of the Speaking Human podcast by visiting speakinghuman.com.
#Podcast #SpeakingHuman #VO #Branding #Marketing #Advertising #Business #BigDairy #Brands #Ads #simplify #popculture #Oatly #Milk #Dairy
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Episode Transcript
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Speaker 1 (00:00):
Speaking Human.
Speaker 2 (00:05):
Today. On Speaking Human, we fight back against the powers
of big podcasting by pouring out our thoughts about Oathley's
gorilla marketing maneuver to protest the misleading mind control of
big dairy.
Speaker 1 (00:22):
Specking Human.
Speaker 3 (00:30):
Welcome to Speaking Human, where we simplify the world of
marketing for humans. I'm Shad Conley and with me is
my co host Patrick Jebber.
Speaker 2 (00:41):
So Shad, since we're talking about Oatlee's outrage today, I
thought i'd start off by asking a question, what's the
most historic milk or dairy marketing campaign you can remember today?
Speaker 3 (00:55):
I mean, it's got to be Got Milk. That's the
one that sticks out in my head the most related
to that. I think it was part of the Got
Milk campaign. It was the guy watching TV, watching the
quiz show. He's got the cookies in his mouth, he
sees the question, he knows the answer, it's Aaron Burr.
He can't get the words out though, because he doesn't
have any milk. That's you know, that's kind of the
(01:18):
what I remember the most Got Milk? Is there anything else?
Could there be anything else?
Speaker 2 (01:22):
I mean, I'm sure there's others, but I think that's
always going to be everyone's answer to the end of time.
Even if there were other campaigns that were, you know,
slightly successful, nothing is going to pop up in your mind.
I mean, you know, not thinking about it. Don't go
in digging, don't go searching on the web. Just say
the first thing that comes to your mind. I guarantee
(01:44):
you it's always going to be for all time. It's
going to be Got Milk for dairy.
Speaker 3 (01:48):
Do you think it's part of the big dairy brainwashing
that we've all received over the past, you know, several decades.
Speaker 2 (01:56):
Yeah, it very well could be. Who's to say, I mean,
it's a secret society, so there's a reason why secret
is in the name of the society.
Speaker 3 (02:04):
That'd make a great point marketing brainwashing. It's a fine line,
but yeah, Got Milk probably one of the bigs. Even
if you talk to people, one of the greatest or
most effective marketing campaigns of all time really got people
thinking about milk when otherwise you're like, probably not, or
it's a kid's drink.
Speaker 2 (02:23):
Yeah. Yeah. And oatly, the brand that produces something that
is surprisingly very similar to darry right, but they make
it from oats, is also stirring things up trying to
make some waves in the marketing world with a recent
campaign that they took to the nation's capital. So let's
(02:44):
talk about this campaign a little bit.
Speaker 3 (02:46):
Yeah, so there's a few facets to this campaign. I
think primarily we'll be talking about sort of this documentary
style video that Otly created where they infiltrated Washington, DC's
annual ice cream social hosted by the International Dairy Foods Association.
(03:06):
And they didn't just show up. They made a statement
with a food truck, the Dairy Deprogramming Zone as they
called it. So what they did in this video they
kind of interviewed politicians, some interns, citizens challenging the ethicality
of free dairy ice cream given the environmental impact of
(03:28):
the dairy industry. They also set up, as you mentioned,
this Oatly branded ice cream truck offering dairy free soft
serve to counteract what they called misleading dairy marketing. Gets
a little tense in the video one point, there's some
police that come around. You know, they might be in
a little trouble for infiltrating as I mentioned this event,
(03:49):
But Oatley's creative director Michael Lee defended their strategy, emphasizing
the urgency of climate change as their motivation. So it's
a good video we're checking out just to see, you know,
what we're talking about as we accompany this kind of
conversation we're going to have about this today. You should
definitely give this a watch. But let's talk about this effort.
(04:11):
You know, whether it was effective, if it worked to
get this sort of message across. Do you want to
start with your thoughts?
Speaker 2 (04:18):
Yeah, I mean I'll say, you know, I don't think
it was effective.
Speaker 1 (04:22):
Bam.
Speaker 2 (04:23):
Yeah, I mean I'll just come out and say, you know,
to me, it was very forced. They treated it like
exposing a conspiracy.
Speaker 1 (04:30):
Right.
Speaker 2 (04:31):
But the problem now, at this point, there's too much
of this specific kind of content, a guy with a
microphone and a camera going around and pretending to uncover
some sinister organization that's puppeteering human beings into doing its bidding.
It's just it's kind of overdone, you know, And I
think people are probably a little bit more sensitive to
this now and they're tired of it, and so I
(04:52):
don't think it's effective in that way in the way
that they anticipated it being. The other thing I will
say is this, is there such a a thing is
Big Dairy spending billions of dollars in marketing and lobbying
to protect its interests. Probably. I also think there is
probably a secret society of mass people who engage in
orgies with people who are having marital problems like Tom
(05:16):
Cruise and Nicole Kidman in Eyes Wide Shut if you
remember that movie. Yeah, I think weird stuff like that exists.
So why wouldn't there be a big dairy or what
many in the industry called farmers. Why wouldn't they exist
and why wouldn't they shell out money to help sell
more milk? Right, it's my take.
Speaker 3 (05:33):
Clearly you're in the pocket of Big Dairy from that
response to this, Yeah, it does seem like that a
little bit. Let me, you know, respond to your comments
what worked for me and what I guess didn't work
for you. Here is the expose, you know, type of
video they were setting up here, I think is sort
(05:54):
of you know, satirical, giving you some urgency, making you
feel like, hey, we're doing something dangerous. But it's also
you know, it has this tone to it where it's
not that heavy handed. They're not trying to beat you
over the head. There's some off kilter comedy in here.
The journalist who notes that he's playing both sides by
eating regular ice cream and non dairy ice cream. The
(06:16):
woman who says, who is big Dairy? You know, they
got the intern who explains what the Capitol Hill ice
cream party is. They have a guy at the beginning
of this who actually makes the statement, my wife drinks
over a gallon of milk a day. Pretty funny soundbites
that they got from people, and they know that what
they're doing is comical, and you know, they're just not
(06:37):
super playing up that angle, which I think is what
works pretty well here. The other thing that I think
is pretty good is the positioning they're going for, and
you kind of hit on it.
Speaker 4 (06:45):
You know, is there really a big Dairy. I don't
know that that even matters. I think it's just kind
of ingenious to position them in these boxes. Here we
have Oatly, the cool, daring kid on the block.
Speaker 3 (06:57):
You know, we're over here, we're all dairy. And then
we have big Dary, the establishment, the man. Nobody is
cool with the man. You know, that's not a cool
side to be on. So by kind of creating that line,
they're obviously dividing you and saying like step over here
with us. We're all right, don't get brainwashed by them.
Speaker 2 (07:16):
I don't know, man, I don't think it feels authentic
in any way. He's chasing after a guy, asking him
if he can interview him, but the guy is clearly
just a guy running in the park. And I get
the humor in it, but I'm also like, Okay, it's
all about editing, which we all know is part of
really good storytelling. You can make someone look really dumb,
(07:38):
or you make them look really smart.
Speaker 3 (07:40):
Like the editing of this show that makes us look
half intelligent.
Speaker 2 (07:44):
Sometimes yeah, exactly exactly, And here in lies the problem
for me is that it's clearly edited to sort of
have this appearance. And while I would normally be like, oh,
that's a creative way to promote that, nothing is super
memorable other than the fact that it's an expose. I
needed more. If you're going to really dive in, give
(08:04):
me a little bit more than just those really quick
sound bites to make it, I don't know, somewhat captivating.
Speaker 3 (08:10):
I'll give you that. Some of the snippets, you know,
some of the interviews, some of the comedies hit or miss,
But I think the quickness the brevity, the way they
don't dwell on things or like linger stretch it out.
I think that's what kind of makes it. We're used
to these heavy handed you know, we're giving you a
climate message. We're telling you like this is what somebody
(08:30):
is doing wrong to the environment. We're going to linger
on this, We're going to make you feel it. Here
is something that's giving it to you in a quicker
just like easier to go down way that I thought
was kind of refreshing and fun. It reminded me in
a way. Patrick, if you remember in our previous life
working together as youngish men, we made some corporate videos.
Speaker 2 (08:54):
Oh yeah, there were a little you.
Speaker 3 (08:56):
Know, a little absurd had a similar kind of oddball
tone to them, were you know, had some satire to them.
But we're wrapped in this you know, kind of serious
package where you almost had to dig a little bit
for it. It just wasn't right on the surface there
for you. That was kind of the feeling I got
here a little bit.
Speaker 2 (09:11):
I do see the comparison that you're making, and I think,
you know, there is something there for me. There's something
I appreciate about the tone of this, and like what
they were trying to do it. Just to me, it
missed the mark of being memorable.
Speaker 1 (09:26):
You know.
Speaker 2 (09:26):
I think there are some really great pieces. A perfect
example of that is a dairy alternative silk, which we
just covered recently with Jeremy Renner. He did that commercial
where he's doing like martial arts in the kitchen and
kicks stuff and he's doing all kinds of weird stuff
right after he just got out of that hospital. That
(09:47):
to me was more enthralling than this. And it was light,
it wasn't super heavy. Granted it didn't have the climate
message that this one does, you know, but still.
Speaker 3 (09:57):
I get what you're saying. I'd probably still take this
over that. But you know, difference of opinion. No, it's
no gott melt to you, is what you're saying. What
did you think of dairy deprogramming? What about that aspect
of it? Did that work for you at all?
Speaker 2 (10:12):
I don't mind the idea behind it? Is it? Okay? Yeah?
You know it's all right. Did you like it other
than the alliteration?
Speaker 3 (10:19):
I mean, obviously alliteration is it always always works for me?
On some level, I thought it was pretty good. I
thought that aspect of it could have been worked in
a little more. It was kind of secondary. I think
they're doing a little more with it outside of this video.
But this idea, I think there's really something to it.
It's this like, you know, we've just kind of lived
(10:40):
our whole lives being like Darry is part of your diet.
Dairy has to be part of your diet. This is
an essential part of your diet. Let's kind of rewire
the way we're thinking about this. I think there is
something essential to that message.
Speaker 2 (10:51):
No, I get it. I get what you're saying, though
I do.
Speaker 3 (10:53):
Yeah, different sides of the aisle on this campaign is
where we fall. But ask you this cause or capitalism?
Do you think this effort, you know, this marketing effort
they put out there, was it about, if you look
at it was about drawing attention to Big Dari's climate
practices or was it about selling more oatly Which do
(11:14):
you think was really driving this effort?
Speaker 2 (11:16):
It's capitalism all the way. I mean, I think brands
aren't philanthropic in and of themselves. Is there this alternate
goal of like informing and educating? Sure, but I think
all they're really doing is leading you down the pathway
of buying more Oatly or Dairy alternative? Right, which is
the capitalism part of it?
Speaker 3 (11:38):
Can it be both?
Speaker 2 (11:40):
I mean you could do both things, but one of
them is always the driver of the actual effort. Yeah.
Speaker 3 (11:48):
If they weren't selling a product, there wouldn't be this campaign. Well,
not by this brand, I guess.
Speaker 2 (11:55):
So what do you think about, Like, are there other
brands out there, products or even maybe industries that specific
brands could protest just like Oatly did with Big Dairy
and climate change? Are there any other brands out there
that you think would be good to pit against each other? Yeah?
Speaker 3 (12:14):
So this is a little one of our kind of
spitballing sessions here, mind thundering, mind thundering, as we like
to call it, spitballing. So last century. So I came
up with an I got a handful here. I'll throw
some of these at you. I don't know if any
of these will stick or not, but just tell me
what you think, all right? What about vin Diesel protesting
(12:38):
the rock?
Speaker 2 (12:39):
Okay, all right, yeah, they're both they're both shaved heads.
Speaker 3 (12:43):
Muscle beyond guys. You know, I'm gonna give you some
stats about why this category this guy is bad and
I'm Goodell sell me more.
Speaker 2 (12:54):
Than him, right, mmmmm hmm, Okay.
Speaker 3 (12:58):
This one's this one's pretty good. This is a brand protesting,
you know, an entire activity here. Nike protests walking.
Speaker 2 (13:07):
Oh could you.
Speaker 3 (13:08):
See that as a marketing campaign?
Speaker 2 (13:10):
Would they though? Is it because running shoes? Is that what?
Speaker 1 (13:15):
Yeah?
Speaker 3 (13:16):
They want you to, you know, run move yet moving?
I know they support walking, but maybe it would be
sitting would be better. Nike protest sitting. Is that better
for you?
Speaker 2 (13:26):
That probably would work better? Yeah, okay, yeah, the big sitting.
Speaker 3 (13:31):
Big sitting. What about cable protests streaming? You know, the
negative is a big streaming in general. Okay, let's see
what else we got here. Tesla protests Elon Musk, you know,
because he's kind of just been bad for them.
Speaker 1 (13:47):
Yeah.
Speaker 3 (13:48):
I've also got Twitter or x protests Elon Musk.
Speaker 2 (13:52):
You got to put big in front of anything, so
like Tesla versus Big Musk.
Speaker 3 (13:59):
I've also got Elon Musk. Parents protest to Elon Musk.
Speaker 2 (14:04):
Oh yeah, I just saw his daughter just protested him.
Speaker 3 (14:08):
Okay, so that's happening.
Speaker 2 (14:10):
Yeah in real life, Yeah, disowned him or something along
those lines.
Speaker 1 (14:14):
I don't know.
Speaker 3 (14:14):
Gossip, all right, a few more Airbnb protests staying at home,
get into that one.
Speaker 2 (14:21):
Aren't you kind of staying in someone else's home?
Speaker 3 (14:26):
All right? You know it's debatable.
Speaker 2 (14:29):
Yeah, okay, all right, you'll like this one.
Speaker 3 (14:31):
I think you'll like. Okay, Gellette protests beards. You know,
beards have become kind of a big thing. So that's
going to tell you what's what's going on with big beards?
Speaker 2 (14:42):
Big beards. That's where you got me right there, Gellette
versus big beard? Yeah, yeah, okay, I like that. What
do you think of liquid death versus dehydration? Or in
liquid death terms, it would be liquid death versus big D.
Oh okay, not big D, no, because you know they
(15:04):
big d's better Big D. They would definitely go there,
because big D could also mean anything else. You know
what about Patagonia versus Earth is the only board member?
And for our listeners out there, that's a call back
to a previous episode, which you have to listen to
(15:24):
because you know it's good stuff. One of our better
comedy bits.
Speaker 3 (15:27):
Wouldn't it be though? Wouldn't they protest Earth not being
their only board or you know, other board members other
than Earth?
Speaker 2 (15:36):
True? But if you remember in the podcast episode Earth
was kind of a jerk. No, that's true, and he was,
you know, once he became the only board member, he was,
you know, so then they end up protesting him or her.
Speaker 3 (15:51):
They could also protest other planets on the board, right
right right?
Speaker 2 (15:57):
Would McDonald's be like versus plan based meat, even though
they do have a mic plant.
Speaker 3 (16:02):
They've served it. I'm gonna say they served it where
they've tried out serving it. I had also played with
KFC protests vegans. I kind of had the same thing.
I'm like, I don't know, I don't know.
Speaker 2 (16:15):
What about Google versus searching for things in real life?
Speaker 3 (16:20):
What would that be? Big searching, big, big reality.
Speaker 2 (16:26):
Yeah, oh true, yeah, big reality. I think that would
be good. So some winners and some losers in there,
you know, are some It's.
Speaker 3 (16:35):
Tough to protest things as a brand.
Speaker 2 (16:38):
Yeah, I mean you got to have a real for
one solid reason to protest.
Speaker 1 (16:44):
Yeah. Yeah.
Speaker 3 (16:45):
And you know, take down on like entire category in
many cases challenging.
Speaker 2 (16:50):
Especially when it is something that is potentially life altering.
You take down big dairy milk. That's a pretty life
altering thing. So many people drink dairy. If you took
it down and there was no more dairy. What would happen?
Would they all just drink oatly or would there be
(17:12):
this giant void.
Speaker 3 (17:14):
That's a great question. Also, when you talk about somebody
taking down Big Dairy, what kind of images do you
get in your head? Is it like a giant picture
of milk getting shot or is it like an attack
on a dairy farm, like somebody storming it.
Speaker 2 (17:28):
Yeah, Big Dairy does feel like farmers, so they are
you know.
Speaker 3 (17:32):
Yeah, that doesn't sound good to be like I'm taking
down you know.
Speaker 2 (17:36):
Farmers, right exactly. You're trying to make it seem like
a sinister organization, but really it's just like all things.
There's lobbyists out there. We're just trying to protect our interests.
We're trying to protect farmers and keep the dairy industry,
you know thriving. Is that good? Is it bad? Does
it affect the climate? Sure? You know, depending on how
(17:59):
you look at it, all things are true.
Speaker 3 (18:01):
Yeah, I am a little worried about that lady, that
guy's wife who's drinking a gallon of milk a day.
Speaker 2 (18:07):
That seems excessive. Well, you know, dairy does bloat. I
can't even imagine drinking a gallon of milk a day.
Speaker 3 (18:15):
That seems like too much.
Speaker 2 (18:17):
Yeah, interesting initiative from Oatly. We wanted to cover it obviously.
You know whether or not you think it's effective, whether
or not we made great arguments for whether it was
effective or not effective. You just let us know. We
got some places for you to leave feedback. You can
find those. We don't even need to tell you a
bottom on the podcast. It's it's so ten years ago. Yeah,
(18:39):
it's Intuitah, it's super intuitive. So that's it for today's episode. Everyone.
You can find current and past episodes of the podcast,
just like that Patagonia one that I was talking about
with Earth is the only board member got to check
it out. Search that one.
Speaker 3 (18:53):
Quality material little bonus at the end of it.
Speaker 2 (18:55):
Think, yeah, you can find that on Speaking Human dot Com.
Speaker 3 (18:58):
We'll be back in two weeks with another episode of
Speaking Human. Catch you then
Speaker 1 (19:03):
Humans Speaking Human
Speaking Human.
Speaker 2 (00:05):
Today. On Speaking Human, we fight back against the powers
of big podcasting by pouring out our thoughts about Oathley's
gorilla marketing maneuver to protest the misleading mind control of
big dairy.
Speaker 1 (00:22):
Specking Human.
Speaker 3 (00:30):
Welcome to Speaking Human, where we simplify the world of
marketing for humans. I'm Shad Conley and with me is
my co host Patrick Jebber.
Speaker 2 (00:41):
So Shad, since we're talking about Oatlee's outrage today, I
thought i'd start off by asking a question, what's the
most historic milk or dairy marketing campaign you can remember today?
Speaker 3 (00:55):
I mean, it's got to be Got Milk. That's the
one that sticks out in my head the most related
to that. I think it was part of the Got
Milk campaign. It was the guy watching TV, watching the
quiz show. He's got the cookies in his mouth, he
sees the question, he knows the answer, it's Aaron Burr.
He can't get the words out though, because he doesn't
have any milk. That's you know, that's kind of the
(01:18):
what I remember the most Got Milk? Is there anything else?
Could there be anything else?
Speaker 2 (01:22):
I mean, I'm sure there's others, but I think that's
always going to be everyone's answer to the end of time.
Even if there were other campaigns that were, you know,
slightly successful, nothing is going to pop up in your mind.
I mean, you know, not thinking about it. Don't go
in digging, don't go searching on the web. Just say
the first thing that comes to your mind. I guarantee
(01:44):
you it's always going to be for all time. It's
going to be Got Milk for dairy.
Speaker 3 (01:48):
Do you think it's part of the big dairy brainwashing
that we've all received over the past, you know, several decades.
Speaker 2 (01:56):
Yeah, it very well could be. Who's to say, I mean,
it's a secret society, so there's a reason why secret
is in the name of the society.
Speaker 3 (02:04):
That'd make a great point marketing brainwashing. It's a fine line,
but yeah, Got Milk probably one of the bigs. Even
if you talk to people, one of the greatest or
most effective marketing campaigns of all time really got people
thinking about milk when otherwise you're like, probably not, or
it's a kid's drink.
Speaker 2 (02:23):
Yeah. Yeah. And oatly, the brand that produces something that
is surprisingly very similar to darry right, but they make
it from oats, is also stirring things up trying to
make some waves in the marketing world with a recent
campaign that they took to the nation's capital. So let's
(02:44):
talk about this campaign a little bit.
Speaker 3 (02:46):
Yeah, so there's a few facets to this campaign. I
think primarily we'll be talking about sort of this documentary
style video that Otly created where they infiltrated Washington, DC's
annual ice cream social hosted by the International Dairy Foods Association.
(03:06):
And they didn't just show up. They made a statement
with a food truck, the Dairy Deprogramming Zone as they
called it. So what they did in this video they
kind of interviewed politicians, some interns, citizens challenging the ethicality
of free dairy ice cream given the environmental impact of
(03:28):
the dairy industry. They also set up, as you mentioned,
this Oatly branded ice cream truck offering dairy free soft
serve to counteract what they called misleading dairy marketing. Gets
a little tense in the video one point, there's some
police that come around. You know, they might be in
a little trouble for infiltrating as I mentioned this event,
(03:49):
But Oatley's creative director Michael Lee defended their strategy, emphasizing
the urgency of climate change as their motivation. So it's
a good video we're checking out just to see, you know,
what we're talking about as we accompany this kind of
conversation we're going to have about this today. You should
definitely give this a watch. But let's talk about this effort.
(04:11):
You know, whether it was effective, if it worked to
get this sort of message across. Do you want to
start with your thoughts?
Speaker 2 (04:18):
Yeah, I mean I'll say, you know, I don't think
it was effective.
Speaker 1 (04:22):
Bam.
Speaker 2 (04:23):
Yeah, I mean I'll just come out and say, you know,
to me, it was very forced. They treated it like
exposing a conspiracy.
Speaker 1 (04:30):
Right.
Speaker 2 (04:31):
But the problem now, at this point, there's too much
of this specific kind of content, a guy with a
microphone and a camera going around and pretending to uncover
some sinister organization that's puppeteering human beings into doing its bidding.
It's just it's kind of overdone, you know, And I
think people are probably a little bit more sensitive to
this now and they're tired of it, and so I
(04:52):
don't think it's effective in that way in the way
that they anticipated it being. The other thing I will
say is this, is there such a a thing is
Big Dairy spending billions of dollars in marketing and lobbying
to protect its interests. Probably. I also think there is
probably a secret society of mass people who engage in
orgies with people who are having marital problems like Tom
(05:16):
Cruise and Nicole Kidman in Eyes Wide Shut if you
remember that movie. Yeah, I think weird stuff like that exists.
So why wouldn't there be a big dairy or what
many in the industry called farmers. Why wouldn't they exist
and why wouldn't they shell out money to help sell
more milk? Right, it's my take.
Speaker 3 (05:33):
Clearly you're in the pocket of Big Dairy from that
response to this, Yeah, it does seem like that a
little bit. Let me, you know, respond to your comments
what worked for me and what I guess didn't work
for you. Here is the expose, you know, type of
video they were setting up here, I think is sort
(05:54):
of you know, satirical, giving you some urgency, making you
feel like, hey, we're doing something dangerous. But it's also
you know, it has this tone to it where it's
not that heavy handed. They're not trying to beat you
over the head. There's some off kilter comedy in here.
The journalist who notes that he's playing both sides by
eating regular ice cream and non dairy ice cream. The
(06:16):
woman who says, who is big Dairy? You know, they
got the intern who explains what the Capitol Hill ice
cream party is. They have a guy at the beginning
of this who actually makes the statement, my wife drinks
over a gallon of milk a day. Pretty funny soundbites
that they got from people, and they know that what
they're doing is comical, and you know, they're just not
(06:37):
super playing up that angle, which I think is what
works pretty well here. The other thing that I think
is pretty good is the positioning they're going for, and
you kind of hit on it.
Speaker 4 (06:45):
You know, is there really a big Dairy. I don't
know that that even matters. I think it's just kind
of ingenious to position them in these boxes. Here we
have Oatly, the cool, daring kid on the block.
Speaker 3 (06:57):
You know, we're over here, we're all dairy. And then
we have big Dary, the establishment, the man. Nobody is
cool with the man. You know, that's not a cool
side to be on. So by kind of creating that line,
they're obviously dividing you and saying like step over here
with us. We're all right, don't get brainwashed by them.
Speaker 2 (07:16):
I don't know, man, I don't think it feels authentic
in any way. He's chasing after a guy, asking him
if he can interview him, but the guy is clearly
just a guy running in the park. And I get
the humor in it, but I'm also like, Okay, it's
all about editing, which we all know is part of
really good storytelling. You can make someone look really dumb,
(07:38):
or you make them look really smart.
Speaker 3 (07:40):
Like the editing of this show that makes us look
half intelligent.
Speaker 2 (07:44):
Sometimes yeah, exactly exactly, And here in lies the problem
for me is that it's clearly edited to sort of
have this appearance. And while I would normally be like, oh,
that's a creative way to promote that, nothing is super
memorable other than the fact that it's an expose. I
needed more. If you're going to really dive in, give
(08:04):
me a little bit more than just those really quick
sound bites to make it, I don't know, somewhat captivating.
Speaker 3 (08:10):
I'll give you that. Some of the snippets, you know,
some of the interviews, some of the comedies hit or miss,
But I think the quickness the brevity, the way they
don't dwell on things or like linger stretch it out.
I think that's what kind of makes it. We're used
to these heavy handed you know, we're giving you a
climate message. We're telling you like this is what somebody
(08:30):
is doing wrong to the environment. We're going to linger
on this, We're going to make you feel it. Here
is something that's giving it to you in a quicker
just like easier to go down way that I thought
was kind of refreshing and fun. It reminded me in
a way. Patrick, if you remember in our previous life
working together as youngish men, we made some corporate videos.
Speaker 2 (08:54):
Oh yeah, there were a little you.
Speaker 3 (08:56):
Know, a little absurd had a similar kind of oddball
tone to them, were you know, had some satire to them.
But we're wrapped in this you know, kind of serious
package where you almost had to dig a little bit
for it. It just wasn't right on the surface there
for you. That was kind of the feeling I got
here a little bit.
Speaker 2 (09:11):
I do see the comparison that you're making, and I think,
you know, there is something there for me. There's something
I appreciate about the tone of this, and like what
they were trying to do it. Just to me, it
missed the mark of being memorable.
Speaker 1 (09:26):
You know.
Speaker 2 (09:26):
I think there are some really great pieces. A perfect
example of that is a dairy alternative silk, which we
just covered recently with Jeremy Renner. He did that commercial
where he's doing like martial arts in the kitchen and
kicks stuff and he's doing all kinds of weird stuff
right after he just got out of that hospital. That
(09:47):
to me was more enthralling than this. And it was light,
it wasn't super heavy. Granted it didn't have the climate
message that this one does, you know, but still.
Speaker 3 (09:57):
I get what you're saying. I'd probably still take this
over that. But you know, difference of opinion. No, it's
no gott melt to you, is what you're saying. What
did you think of dairy deprogramming? What about that aspect
of it? Did that work for you at all?
Speaker 2 (10:12):
I don't mind the idea behind it? Is it? Okay? Yeah?
You know it's all right. Did you like it other
than the alliteration?
Speaker 3 (10:19):
I mean, obviously alliteration is it always always works for me?
On some level, I thought it was pretty good. I
thought that aspect of it could have been worked in
a little more. It was kind of secondary. I think
they're doing a little more with it outside of this video.
But this idea, I think there's really something to it.
It's this like, you know, we've just kind of lived
(10:40):
our whole lives being like Darry is part of your diet.
Dairy has to be part of your diet. This is
an essential part of your diet. Let's kind of rewire
the way we're thinking about this. I think there is
something essential to that message.
Speaker 2 (10:51):
No, I get it. I get what you're saying, though
I do.
Speaker 3 (10:53):
Yeah, different sides of the aisle on this campaign is
where we fall. But ask you this cause or capitalism?
Do you think this effort, you know, this marketing effort
they put out there, was it about, if you look
at it was about drawing attention to Big Dari's climate
practices or was it about selling more oatly Which do
(11:14):
you think was really driving this effort?
Speaker 2 (11:16):
It's capitalism all the way. I mean, I think brands
aren't philanthropic in and of themselves. Is there this alternate
goal of like informing and educating? Sure, but I think
all they're really doing is leading you down the pathway
of buying more Oatly or Dairy alternative? Right, which is
the capitalism part of it?
Speaker 3 (11:38):
Can it be both?
Speaker 2 (11:40):
I mean you could do both things, but one of
them is always the driver of the actual effort. Yeah.
Speaker 3 (11:48):
If they weren't selling a product, there wouldn't be this campaign. Well,
not by this brand, I guess.
Speaker 2 (11:55):
So what do you think about, Like, are there other
brands out there, products or even maybe industries that specific
brands could protest just like Oatly did with Big Dairy
and climate change? Are there any other brands out there
that you think would be good to pit against each other? Yeah?
Speaker 3 (12:14):
So this is a little one of our kind of
spitballing sessions here, mind thundering, mind thundering, as we like
to call it, spitballing. So last century. So I came
up with an I got a handful here. I'll throw
some of these at you. I don't know if any
of these will stick or not, but just tell me
what you think, all right? What about vin Diesel protesting
(12:38):
the rock?
Speaker 2 (12:39):
Okay, all right, yeah, they're both they're both shaved heads.
Speaker 3 (12:43):
Muscle beyond guys. You know, I'm gonna give you some
stats about why this category this guy is bad and
I'm Goodell sell me more.
Speaker 2 (12:54):
Than him, right, mmmmm hmm, Okay.
Speaker 3 (12:58):
This one's this one's pretty good. This is a brand protesting,
you know, an entire activity here. Nike protests walking.
Speaker 2 (13:07):
Oh could you.
Speaker 3 (13:08):
See that as a marketing campaign?
Speaker 2 (13:10):
Would they though? Is it because running shoes? Is that what?
Speaker 1 (13:15):
Yeah?
Speaker 3 (13:16):
They want you to, you know, run move yet moving?
I know they support walking, but maybe it would be
sitting would be better. Nike protest sitting. Is that better
for you?
Speaker 2 (13:26):
That probably would work better? Yeah, okay, yeah, the big sitting.
Speaker 3 (13:31):
Big sitting. What about cable protests streaming? You know, the
negative is a big streaming in general. Okay, let's see
what else we got here. Tesla protests Elon Musk, you know,
because he's kind of just been bad for them.
Speaker 1 (13:47):
Yeah.
Speaker 3 (13:48):
I've also got Twitter or x protests Elon Musk.
Speaker 2 (13:52):
You got to put big in front of anything, so
like Tesla versus Big Musk.
Speaker 3 (13:59):
I've also got Elon Musk. Parents protest to Elon Musk.
Speaker 2 (14:04):
Oh yeah, I just saw his daughter just protested him.
Speaker 3 (14:08):
Okay, so that's happening.
Speaker 2 (14:10):
Yeah in real life, Yeah, disowned him or something along
those lines.
Speaker 1 (14:14):
I don't know.
Speaker 3 (14:14):
Gossip, all right, a few more Airbnb protests staying at home,
get into that one.
Speaker 2 (14:21):
Aren't you kind of staying in someone else's home?
Speaker 3 (14:26):
All right? You know it's debatable.
Speaker 2 (14:29):
Yeah, okay, all right, you'll like this one.
Speaker 3 (14:31):
I think you'll like. Okay, Gellette protests beards. You know,
beards have become kind of a big thing. So that's
going to tell you what's what's going on with big beards?
Speaker 2 (14:42):
Big beards. That's where you got me right there, Gellette
versus big beard? Yeah, yeah, okay, I like that. What
do you think of liquid death versus dehydration? Or in
liquid death terms, it would be liquid death versus big D.
Oh okay, not big D, no, because you know they
(15:04):
big d's better Big D. They would definitely go there,
because big D could also mean anything else. You know
what about Patagonia versus Earth is the only board member?
And for our listeners out there, that's a call back
to a previous episode, which you have to listen to
(15:24):
because you know it's good stuff. One of our better
comedy bits.
Speaker 3 (15:27):
Wouldn't it be though? Wouldn't they protest Earth not being
their only board or you know, other board members other
than Earth?
Speaker 2 (15:36):
True? But if you remember in the podcast episode Earth
was kind of a jerk. No, that's true, and he was,
you know, once he became the only board member, he was,
you know, so then they end up protesting him or her.
Speaker 3 (15:51):
They could also protest other planets on the board, right
right right?
Speaker 2 (15:57):
Would McDonald's be like versus plan based meat, even though
they do have a mic plant.
Speaker 3 (16:02):
They've served it. I'm gonna say they served it where
they've tried out serving it. I had also played with
KFC protests vegans. I kind of had the same thing.
I'm like, I don't know, I don't know.
Speaker 2 (16:15):
What about Google versus searching for things in real life?
Speaker 3 (16:20):
What would that be? Big searching, big, big reality.
Speaker 2 (16:26):
Yeah, oh true, yeah, big reality. I think that would
be good. So some winners and some losers in there,
you know, are some It's.
Speaker 3 (16:35):
Tough to protest things as a brand.
Speaker 2 (16:38):
Yeah, I mean you got to have a real for
one solid reason to protest.
Speaker 1 (16:44):
Yeah. Yeah.
Speaker 3 (16:45):
And you know, take down on like entire category in
many cases challenging.
Speaker 2 (16:50):
Especially when it is something that is potentially life altering.
You take down big dairy milk. That's a pretty life
altering thing. So many people drink dairy. If you took
it down and there was no more dairy. What would happen?
Would they all just drink oatly or would there be
(17:12):
this giant void.
Speaker 3 (17:14):
That's a great question. Also, when you talk about somebody
taking down Big Dairy, what kind of images do you
get in your head? Is it like a giant picture
of milk getting shot or is it like an attack
on a dairy farm, like somebody storming it.
Speaker 2 (17:28):
Yeah, Big Dairy does feel like farmers, so they are
you know.
Speaker 3 (17:32):
Yeah, that doesn't sound good to be like I'm taking
down you know.
Speaker 2 (17:36):
Farmers, right exactly. You're trying to make it seem like
a sinister organization, but really it's just like all things.
There's lobbyists out there. We're just trying to protect our interests.
We're trying to protect farmers and keep the dairy industry,
you know thriving. Is that good? Is it bad? Does
it affect the climate? Sure? You know, depending on how
(17:59):
you look at it, all things are true.
Speaker 3 (18:01):
Yeah, I am a little worried about that lady, that
guy's wife who's drinking a gallon of milk a day.
Speaker 2 (18:07):
That seems excessive. Well, you know, dairy does bloat. I
can't even imagine drinking a gallon of milk a day.
Speaker 3 (18:15):
That seems like too much.
Speaker 2 (18:17):
Yeah, interesting initiative from Oatly. We wanted to cover it obviously.
You know whether or not you think it's effective, whether
or not we made great arguments for whether it was
effective or not effective. You just let us know. We
got some places for you to leave feedback. You can
find those. We don't even need to tell you a
bottom on the podcast. It's it's so ten years ago. Yeah,
(18:39):
it's Intuitah, it's super intuitive. So that's it for today's episode. Everyone.
You can find current and past episodes of the podcast,
just like that Patagonia one that I was talking about
with Earth is the only board member got to check
it out. Search that one.
Speaker 3 (18:53):
Quality material little bonus at the end of it.
Speaker 2 (18:55):
Think, yeah, you can find that on Speaking Human dot Com.
Speaker 3 (18:58):
We'll be back in two weeks with another episode of
Speaking Human. Catch you then
Speaker 1 (19:03):
Humans Speaking Human
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