Oatly is a Swedish food company that produces alternatives to dairy products from oats, which makes it easier for people to live lives that are less taxing on the planet and their bodies. Founded in 1994, the Oatly brand is now available in more than 20 countries across Europe, North America, and Asia.
Over the last 12 months, Oatly has transformed its Bynder DAM from a central file storage into a strategic driver of improved content operations across all corners of its multimarket consumer brand business. Read on to discover how Oatly uses Bynder to maximize content ROI and unify its global creative teams for complex go-to-market strategies.
This article is based on a webinar featuring Nicolas Brynolfson, Oatly's Global Creative Asset Manager.
Turning local campaigns into global success
The Oatly Department of Mind Control, the brand's internal creative studio, is based at the company's headquarters in Malmö, Sweden. This studio houses a team of designers, production managers, project leads, and creatives.
Additionally, Oatly has regional ODMC teams in key markets—including Amsterdam, London, Paris, Barcelona, Berlin, and the United States—responsible for supporting local activations. The regional teams often execute their own campaigns, and when successful, these campaigns can be adapted and replicated in other regions.
Bynder facilitates this by enabling regional teams to access high-performing campaign assets and localize them directly in the DAM. This not only accelerates the time to market of localized campaigns, but also maximizes the ROI of existing campaign content.
A recent example of a successful campaign involved a blind taste test in Germany, where 53% of participants preferred Oatly in their coffee over cow's milk. Oatly's regional teams could easily adapt the copy for their respective markets to replicate the campaign's success across different regions.
Supporting go-to-market teams with CX User Community
Oatly uses Bynder's Content Experience for User Community to provide go-to-market teams with persona-based hubs where they can access brand guidelines, toolkits, and sales enablement materials.
CX User Community allows us to serve up assets in a more narrative kind of way and give them more context. This leads to people becoming familiar with them quickly.Nicolas Brynolfson
Global Creative Asset Manager at Oatly
For example, on-the-ground teams require easy access to high-quality assets for local activations, such as materials for Oatly's Barista Market Developers who engage directly with local baristas. These activations can range from simple barista competitions to more elaborate events like "Zero Waste Latte Art Throwdowns."
Thanks to Bynder, Oatly can empower its sales teams with ready-made, customizable table talker templates and marketing materials. Employees can quickly personalize these resources to engage potential clients and drive product sales.
Besides driving go-to-market efficiencies, CX User Community helps Oatly keep different departments on-brand with specific hubs for retail designs, social guidelines, and packaging asset packs. This enables Oatly to ensure brand consistency and build customer loyalty across all of its brand touchpoints.
The US commercial team previously managed their packaging assets across two separate channels. This required my colleague to manually update both channels whenever assets changed, which led to incorrect asset usage. Now, we've consolidated all assets into a single guide so when updates occur, she only needs to update the guide. This means the commercial team always has access to the most up-to-date packaging assets. That's been a huge game changer for them.Nicolas Brynolfson
Global Creative Asset Manager at Oatly
Oatly's operational transformation with Bynder
After evolving its Bynder DAM from a file storage solution to a strategic driver of content operations, Oatly has seen massive improvements. Custom toolkits and brand guidelines in Oatly's CX User Community saw a 42% increase in views, proving their business value. Asset searches increased by 107% as Oatly employees increasingly use Bynder as a system of record to find assets. And most importantly, 23% fewer assets are going unused, which is a huge win for content efficiency and ROI.
Bynder is so useful, intuitive, and user friendly, and that's why so many brands use it as their DAM.Nicolas Brynolfson
Global Creative Asset Manager at Oatly
What's next for Oatly?
In 2025, Oatly will introduce dedicated CX User Community Landing Pages for key departments, such as Events and the Global Content Studio. These pages will provide more context to the brand guidelines, ensuring consistent brand representation across all touchpoints, while empowering teams to accelerate campaign execution, access curated assets, and amplify the impact of their content through increased collaboration and enablement.
Bynder's AI Search is also on Oatly's roadmap for this year, as Nicolas and his team aim to improve their asset discovery and management:
For me as a DAM librarian, AI Search will be incredibly valuable for keeping the DAM organized and clutter-free. It will also benefit our users. For instance, when they’re searching for something but don't have a specific term in mind, AI Search will be really helpful in bringing up relevant assets.Nicolas Brynolfson
Global Creative Asset Manager at Oatly
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