Free Ads for Big Dairy

In 2023 Oatly starts putting Product Climate Footprint numbers on its U.S. products, huzzah! But without the context of dairy milk’s PCF numbers, how will anyone know oatmilk has like half the impact on the planet that cow milk does? Well, we could run giant ads in NY, LA and D.C. offering any dairy company free ad space to share their cow milk’s PCF number. If they’re willing to share it of course. And how they calculated it. And fill out a super-simple 72-step application.

“The campaign is brilliant in its simplicity: Rather than overtly making any statements or accusations against dairy, their tactic is a (seemingly) simple call for transparency. The catch, of course, is that there are a lot of publicly available, peer-reviewed scientific publications that attest to dairy’s considerable negative environmental impact. Their offer puts the dairy industry in a tricky position: Be transparent and release potentially unflattering facts, or maintain opacity and let the implication speak for itself.”

—FastCompany.com 5-12-23