🤬 How a Vegan milk company survived an internet pile-on by saying ‘F**k It’

Most brands panic when the internet turns against them—Oatly added fuel to the fire.

Here’s what you’ll learn:

• How a $200 million investment nearly wrecked Oatly’s reputation

• How F*ckOatly transformed an internet pile-on into free marketing

• Why doubling down on controversy sometimes works better than playing it safe

• The psychology behind why radical transparency builds loyalty—even when it sparks debate

• Why sales didn’t tank—despite the backlash from Oatly’s most loyal customers

But first, a word from our sponsor…

Work Smart, Travel Smarter – The #1 Digital Nomad Newsletter

Join over 200,000 subscribers who get the best travel tips, remote work hacks, and unbeatable deals. Whether you're picking your next destination or upgrading your gear, we've got you covered. Start traveling smarter today.

The Backlash: Oatly vs. Its Own Fans

In 2020, Oatly—a plant-based milk company famous for quirky ads and eco-friendly vibes—found itself in hot water. The controversy wasn’t about oat milk itself but about where Oatly’s money was coming from.

Oatly had just secured a $200 million investment from Blackstone, a private equity giant accused of shady ties to Amazon deforestation. For Oatly’s core customers—environmentally conscious vegans—this felt like a betrayal. They’d chosen Oatly to fight environmental harm, not to partner with firms associated with it.

The backlash came fast and hard. Activists, influencers, and loyal customers flooded social media with criticism. “I can’t believe Oatly sold out!” was the vibe. Competitors pounced, ready to steal customers looking for a more “pure” alternative. The stakes? Losing trust from their biggest supporters—and potentially their market position in the growing plant-based industry.

Oatly had to do something, and fast. But instead of a predictable press release or a vague apology, they pulled a move no one saw coming.

Speaking of press releases, check out our favorite marketing newsletter this week.

Turning Hate Into Fuel: Why Oatly Said “F*ck It”

In the midst of the backlash, Oatly made an audacious decision. Rather than hide from the criticism, they leaned all the way in. Enter FckOatly.com, a website where they showcased their harshest critics.

The idea was spearheaded by Oatly’s leadership team, including CEO Toni Petersson and Chief Creative Officer John Schoolcraft, both known for bold marketing tactics. Their philosophy? Transparency over spin. They figured if people were already roasting them online, why not amplify those voices themselves?

On the F*ckOatly site, they posted screenshots of angry tweets, shared customer accusations, and even linked to articles tearing them apart. They addressed the elephant in the room directly: Yes, they took Blackstone’s money. Yes, they understood why people were angry. And here’s why they did it anyway.

The strategy wasn’t just about self-awareness—it was about reframing the conversation. Oatly argued that the Blackstone deal, while controversial, was a way to grow their global impact. With a big cash injection, they could scale faster, sell more oat milk, and ultimately help more people ditch dairy—something they believed would reduce greenhouse gas emissions overall. Their message was clear: sometimes, doing good at scale means making compromises.

By owning their narrative and being upfront about their controversies, Oatly stands out in a world where most giant corporations prefer to keep their missteps under wraps.

Imagine you’re at a grocery store with friends, and they start ripping on Oatly for taking Blackstone’s money. Instead of debating, you pull up the F*ckOatly site—where Oatly laid out the whole controversy themselves. Love it or hate it, that kind of transparency gives people something to think about.

For your own business decisions, check out our sponsor.

Did It Work? Here’s What Happened Next

So, how did people react to F*ckOatly?

At first, it was a mixed bag. Some saw the website as a genius move—funny, daring, and refreshingly transparent. Others thought it trivialized serious ethical concerns. The profanity alone sparked debate, with some calling it immature and off-brand.

But as the noise settled, Oatly’s gamble began to pay off. The site wasn’t just damage control; it became part of their identity. Critics may have stayed vocal, but the controversy gave Oatly something most brands never get: cultural relevance. People couldn’t stop talking about them.

Sales? They didn’t tank. In fact, they grew. Oatly’s oat milk expanded into more countries, and their global presence solidified. The company IPO’d in 2021, raising over $1.4 billion. 

And the F*ckOatly site? It became a living example of how companies can navigate public backlash—not by ignoring criticism, not by trying to be perfect, but by leaning into the conversation and making their case—loudly and unapologetically.

For businesses, the lesson is simple: transparency, when done right, can turn even your harshest critics into part of your story. Sure, not every brand can (or should) launch a “F*ck[Insert Brand Name]” site. But embracing hard conversations with confidence, creativity, and a willingness to own your flaws? That’s a strategy worth learning from.

🍫 Snackable Stats

$200 million – The investment Oatly took from Blackstone, igniting the controversy.

$1.4 billion – The amount Oatly raised in their IPO, despite the backlash.

0.47 – Kilograms of CO₂ released per kilogram of Oatly produced, as part of Oatly’s sustainability program

136 – Million liters of Oatly milk produced

🍭 More Sweet Reads

Robinhood Launches Predictions Markets Hub as 'March Madness' Set to Get Underway
Discover how Robinhood is entering the prediction market space, starting with March Madness.

Forever21 Is Closing All Stores. What Does It Say About Fast Fashion?
Examine the downfall of Forever21 and what it reveals about the evolving fast fashion industry.

Trump Issues Bombshell Demand to Federal Reserve in Effort to Send Economy Soaring as ‘Liberation Day’ Tariffs Loom
Discover why President Trump is intensifying pressure on the Federal Reserve to slash interest rates immediately.

The List of Major Companies Laying Off Staff This Year, Including Porsche, Wayfair, Starbucks, and Meta
Stay informed about the major companies announcing layoffs in 2025 across various industries.

Nvidia Will Spend Hundreds of Billions on U.S. Manufacturing, Says CEO
Discover Nvidia's ambitious plan to invest heavily in U.S. manufacturing, signaling a significant shift in the semiconductor industry.