Oatly Aftertaste
Oatly Aftertaste was a one-day event for the Food & Beverage industry in NYC. It was part forum, part drink extravaganza, bringing industry minds together to talk about what’s next in the drink space. Beyond the talks, the day included 6 installations for guests to explore, as well as an evening afterparty with DJs and additional guests.
RESULTS
378k Earned Media Value
71+M Media Impressions
22 Press Placements (Incl. AdAge, HighSnobiety and Wall Street Journal)
CREATIVE
Role: Creative Director and Design Director // Creative Director partners: Jeremy Elias and Suzanne Steele. Design support: Raluca Desa and Maeve Hanlon // Lead Producer: Erin Taylor // Event Production Partner: Care of Chan // Fabrication Partner: Harlequin
The day included drink sampling, forum talks and 6 Installations throughout the space allowing guests moments of photo-worthy discovery throughout the day:
Fashioned in the style of a shipping container, the merch shop (or ‘contraband corner’) featured the best merch from the coolest cafés around the world. Guests would receive a token to ‘spend’ at the shop.
Oatly has a global team of highly caffeinated 60+ baristas and mixologists that keep their fingers on the pulse of what is happening in the beverage space. To bring a slice of this intel to Aftertaste, we installed 3 phones playing voice memos from cafe owners, baristas and mixologists, divulging the latest news from their corners of the world.
Introducing Oatly Matcha Oatmilk!
As the popular European Oatly product will finally be on shelves later in the year in the US, we dressed a portion of the venue in Oatly Matcha green with its own matcha-themed installations and sampling experiences.
The matcha experiences included the Oat-o-mat, serving 4 different Jell-Oat shots throughout the day and evening, including the polarizing “Everything Bagel” jell-oat, inspired by New York. Around the side of the installations, guests could discover a port-hole door to see “behind the curtain” preparations of the Jell-Oats.
Opposite the Oat-o-mat was a matcha green city park setting featuring a public water fountain running real Oatly Matcha Oatmilk, as well as a bar where individuals got to sample a mix of matcha drinks and cocktails throughout the day and evening.
The daytime portion concluded followed by an afterparty with music by DJ Honey Bun and Stretch Armstrong, beverages and Jell-Oats by Oatly and all the installations + a vending machine for the evening guests.
In addition to the concepting and design delivery of all the aforementioned pieces, Oatly Aftertaste came alive through a whole design system executed across pins, stickers, menu design to program design. Email invitations, event flyers, event RSVP landing pages for the daytime and evening events. Aftertaste vending machine goodies from breath spray to lollipops, gum, breath mints and a salty snack bag. As well as staff wardrobe design.
