Oatly drew wide attention in 2020 when it launched a controversial campaign urging consumers to give up milk. A fresh study from Hanken now suggests that this kind of outspoken messaging always comes with a risk for the brand, even when it succeeds in getting people talking.

The research points to a familiar trade-off in modern marketing: a strong position can make a company stand out, but it can also split opinion. According to HBL’s report, Oatly’s campaign is a clear example of how a bold message may strengthen loyalty among some audiences while triggering resistance among others.

The findings matter beyond one company, as more brands take public positions on food choices, climate and other everyday issues. Hanken’s study underlines that the more forceful the message, the more carefully companies need to consider the possible impact on reputation and customer relations.