Oatly

40th Annual Capitol Hill Ice Cream Party

Oatly brought its ‘Dairy Deprogramming’ campaign to life at the 40th Annual Capitol Hill Ice Cream Party, serving up dairy-free soft serve and sparking conversations about plant-based alternatives in a bold, awareness-driving event.

B2C

Production

Logistics

Venue

The Ask

Generate buzz and drive awareness for dairy-free alternatives by bringing Oatly’s 'Dairy Deprogramming' campaign to the 40th Annual Capitol Hill Ice Cream Party.

The Experience

The Experience

Making a bold, attention-grabbing statement, we set up our “Dairy Deprogramming” truck directly across from the International Dairy Foods Association’s 40th Annual Capitol Hill Ice Cream Party.

Passersby enjoyed complimentary dairy-free soft serve topped with vegan brownie pieces, while registered Oat Milk lobbyists were on standby, answering questions and educating the crowd about plant-based alternatives.

The event attracted a diverse group of attendees, including some members of Congress, creating a lively and engaging atmosphere that highlighted the benefits of oat milk and challenged traditional dairy consumption. It was a unique and impactful way to raise awareness and spark conversations about sustainable, dairy-free options.

Results

Confidential