Inside the Oatly Department of Mind Control with John Schoolcraft, Chief Creative Officer

John Schoolcraft helped turn Oatly from a quiet Swedish oat drink into one of the most talked-about brands on the planet. No marketing department. No traditional briefs. No safety nets. Just creativity, rebellion, and a CEO who let the work lead.

In this conversation, John breaks down how he:

• Killed the CMO role and replaced it with makers

• Turned lawsuits into creative fuel

• Used packaging as media when there was no budget

• Made baristas the launch strategy that cracked the US market

• Built a fearless culture that treated creativity as a business engine

It’s a masterclass in brand building from one of the most influential creative leaders alive.

Listen for the story behind the Super Bowl ad, the behind-the-scenes battles with the dairy industry, and why trust inside a company beats process every time.