Matcha to dye for
Oatly launched their new Matcha Strawberry Flavour and we celebrated this with a Sip & Dye pop-up.
Pink is the hottest shade of the season. So when Oatly launched their new Matcha Strawberry Flavour we did not want to let that go unseen. To introduce the ready-to-drink oat drink, we teamed up with the hair salon Jitske Knipt Antwerp. The result? A unique Sip & Dye experience that took main character energy to a whole new level.
The Challenge
Oatly’s new Matcha Strawberry makes time-consuming recipes a thing of the past: it’s ready-to-drink and visually irresistible thanks to its vibrant pink-and-green hues. Our mission was to launch this product in a way that transcended taste, tapping into the lifestyle and self-expression of a trend-conscious audience.
"Forget therapy, get a makeover"
Under the motto “You don’t need therapy. You need colour-coordinated hair and drinks” we transformed Jitske’s salon for a week into an Oatly Sip & Dye pop-up. This was more than a hair appointment, it was a social ritual at the intersection of beauty and beverages.
We moved away from the "classic tasting" activation formats to create an immersive brand experience where peoples hair and nails became an extension of their new favorite drink.
Come sip. Come dye (or not).
Our guests were treated to a full-sensory brand experience: an unlimited supply of chilled signature Oatly drinks, allowing guests to taste firsthand how delicious and easy the switch to plant-based can be. Next to that guests were able to get pink or green colour treatments and styling by the Jitske Knipt team and custom nail-art in the shades of the new oat drink.
In Oatly’s words: "We wanted to launch our new Matcha Strawberry in a way that aligns with how people live today. A shared moment where taste, creativity, and self-expression meet.”
The results
The collaboration was the ultimate translation of the current trend where your hair (just like your drink) can be an extension of your identity. A best practice of how brand activation is about being relevant in the places where your target audience truly hangs out. By bridging the gap between the "strawberry girl" aesthetic and matcha culture, we generated a massive visual impact both on the streets of Antwerp as across social media.