Swedish oat milk brand Oatly has launched a marketing campaign in Mexico City that is generating debate due to its decision to use English-language advertisements in a country where approximately 95% of the population speaks Spanish.
The campaign, which features billboards and advertisements displayed throughout gentrifying neighborhoods such as Condesa, Roma Norte, and Hipódromo, maintains Oatly’s signature quirky global aesthetic without adapting to local language preferences.
Marketing experts note that Oatly’s strategy appears deliberately targeted at Mexico City’s cosmopolitan centers, which are home to young professionals, expatriates, and English-speaking residents. The company has partnered with over 100 specialty coffee shops across the city, including popular establishments like Panadería Rosetta and Café Tormenta.
Despite criticism regarding linguistic inclusivity, Oatly has demonstrated some cultural awareness by incorporating references to local phenomena, such as the “Se compran colchones” audio recordings commonly heard throughout Mexico City neighborhoods.
The campaign has reportedly been commercially successful, with Oatly increasing its presence across Mexico City’s supermarkets and coffee shops. The company has announced plans to expand to Guadalajara, Monterrey, and San Miguel de Allende.
The marketing approach comes amid ongoing concerns about gentrification in Mexico City, particularly in the neighborhoods where Oatly has concentrated its advertising efforts. Critics argue that English-language advertising in Spanish-speaking communities highlights the disconnect between foreign brands and local populations.
Oatly’s controversial approach appears to be part of its global marketing strategy, with similar English-language campaigns running in other non-English speaking countries.
For more information, you can read the full article on Mexico News Daily.
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