The internal goal of this seemingly bizarre Super Bowl spot was to get voted worst ad. In addition to the spot, I worked on a night-of activation. For anyone posting on social media about the terrible oatmilk ad they just saw, Oatly’s community team responded with a link where people could order (for free) their very own “I Totally Hated that Oatly Commercial” swag package containing a t-shirt, postcard, sticker sheet, and enamel pin. 500 packages were claimed within eight minutes of the commercial airing. If the orderer lived in New York City, Los Angeles, or Tampa, messengers and couriers were standing by to hand deliver packages to haters that night. It was logistically complex, but a lot of fun!