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Despite the fact that a Super Bowl ad was created that was torn apart by critics, Oatly’s vegan dairy producer was actually a money well spent.
The Sweden-based company is reportedly monitoring a $ 10 billion valuation for an initial public offering that may come as early as May. That is far from the $ 2 billion that the company was worth to the company in July, according to the Wall Street Journal.
Sources told Bloomberg about the increase in numbers and that discussions are continuing about the size and timing of the listing on the New York Stock Exchange. While Oatly crashed a listing in Hong Kong, it looks like the Super Bowl expression is now on the rise with only a US listing. An Oatly spokesman declined to comment.
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In Oatly’s 30-second Super Bowl ad, company CEO Toni Peterson appears on a keyboard and in an oatmeal about the company’s milk.
“It’s like milk, but made for humans,” gird Peterson. “Wow, now cow!”
According to Ad Age, Oatly’s advertisement was made in 2014 and banned in Sweden after he faced a lawsuit from the Swedish dairy portal. A 15-second version of the ad has been posted on Oatly’s YouTube channel since 2017. Variety reports that a 30-second ad for Super Bowl LV cost about $ 5.5 million.
“No choreography, music licensing, famous actors – possibly not even a director. This year’s most beautiful ad comes from Oatly, a company that is very good at making oatmeal and very bad at making ads,” the Washington Post writing. ‘Uncomfortably uncomfortable’ Napoleon Dynamite ‘vibes abound. ‘
Justin Peters of Slate said the ad was the “What the Hell Was That?” award for 2021.
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“This ad beats to the kind of spurious strangeness that ultimately reads as complacent,” Peters wrote. “While I enjoy Oatly’s products, I admit that I do not intend the company to produce ads that many self-consciously and deliberately choose to get or like the space they have purchased.”
Similarly, the ad had a similar backlash on social media, and one user suggested that the ad was “intentionally made bad so people would talk about it.”
Oatly, who called the setback a “popular opinion”, was currently making money by selling t-shirts with the caption “I hated the Oatly ad completely.” According to the company, the shirts are now sold out.
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However, some users came to the ad’s defense, such as musician QuestLove, who said Oatly’s place ‘won’ with an ‘inevitable song’. Other users said it was their ‘favorite ad so far’ and thought it’s quite nice ‘ [to be honest]. “
‘Maybe the break of the second quarter so that the world can experience Toni’s musical styling about how oatmeal is like milk, but made for humans, was not the most Super Bowl idea ever, but on the other hand, our effort was to promote Toni’s singing skills a wider audience has led you to visit an oatmeal website on the big day, ‘Oatly said in a statement on his website. “Total success!”
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Oatly AB was founded in the nineties by brothers Rickard and Bjorn Oste. Using patented enzyme technology based on Swedish research from Lund University, the company turns fibrous oats into liquid foods.
The popularity of the company comes because alternatives to plants for traditional meat and dairy products have penetrated the mainstream. Both Starbucks and Dunkin ‘announced last year that they would add oat milk to their menus. Starbucks has also announced an agreement with Oatly to launch its products in markets such as Hong Kong, Singapore, New Zealand, Taiwan and Thailand.
The Wall Street Journal reports that in July, Oatly AB sold a $ 200 million stake to Blackstone Group, a private equity firm led by Stephen’s donor, Stephen Schwartzman. The investment is also reportedly supported by Oprah Winfrey, Natalie Portman, the former Starbucks Corp. Chief Howard Schultz and the entertainment business founded by Jay-Z.
Oatly’s potential IPO plans come amid a similar effort by rival Chobani. According to people familiar with the matter, the yogurt business will offer an initial public offering later this year that it hopes the company Norwich, NY, can value as much as $ 7 to $ 10 billion.